Sports sponsorship: Vietnam's World Cup winning sponsors
Thang Do and Graciela Sylva Cimigo
Research conducted in Vietnam during the 2010 World Cup found that not all the official sponsors fared best. Brands that promoted activities that were relevant and offered practical benefits had the edge
In Vietnam, there is a strong interest in major sports. Sport universally plays an important role in adolescent life, especially among youths aged 15-19. A variety of collective sports are popular, including badminton, basketball, swimming, martial arts and, of course, football.
The 2010 FIFA World Cup gave Vietnamese consumers the chance to enjoy watching...