For many years, football has been more than just one of Vietnam’s most popular sports. It has also served as a powerful force connecting millions of people through shared emotions and national pride. Believing in the power of sport to bring people together, Saigon Beer-Alcohol-Beverage Corporation (SABECO) continues to reinforce its commitment to the development of Vietnamese football by supporting the national teams, connecting fans, and expanding access to sport within communities.
A Long-Term Partnership for the Development of Vietnamese Football
Recently, SABECO and the Vietnam Football Federation (VFF) signed an agreement to elevate their strategic partnership. Under the renewed partnership, Bia Saigon will continue as the Exclusive Beer Partner of Vietnam’s Men’s, Women’s and U23 National Football Teams for the 2026–2029 period. Building on a partnership that began in 2021, this latest milestone demonstrates SABECO’s long-term commitment to the sustainable development of Vietnamese football.
Beyond supporting the national teams at domestic and international competitions, the renewed partnership also reflects SABECO’s broader ambition to contribute to the growth of Vietnamese football while creating more opportunities for fans nationwide to connect and engage with the national teams.
Mr. Lester Tan Teck Chuan, General Director of SABECO, shared: “For us, this is more than continuing our role as the Exclusive Beer Partner. It reflects SABECO’s belief in Vietnamese football, in the power of sport to bring people together, and in the pride, passion and spirit that can unite millions of Vietnamese behind one flag, one team and one shared dream.”
Bia Saigon Spreads the Spirit of Togetherness, Bringing Fans Closer to the National Teams
Alongside its support for the national teams, SABECO is also building on Bia Saigon’s role as one of Vietnam’s iconic brands, familiar to generations of Vietnamese, to create meaningful touchpoints connecting fans with Vietnamese football.
Bia Saigon has become a familiar part of gatherings among Vietnamese fans as they come together to watch the national football team take to the pitch.
Over the years, Bia Saigon has not only accompanied the national teams on their journey but has also helped create spaces where fans can come together to share their passion for football and national pride. From in-person fan experiences to interactive digital initiatives, the brand has served as a bridge connecting millions of Vietnamese in support of the national colours during some of the most memorable moments in Vietnamese football.
Large crowds of Vietnamese football fans gathered at Nguyen Hue Walking Street from early on to cheer for the national team in the first leg of the final against Thailand on 22 August.
That spirit of togetherness continued at the ASEAN Hyundai Cup 2026. Through a series of community viewing events at Nguyen Hue Walking Street in Ho Chi Minh City, Bia Saigon created a shared space for fans to rally behind the national team, celebrate moments of victory and experience the excitement of football together. Despite unfavourable weather conditions, large crowds of fans gathered, creating memorable moments of connection and shared support for Vietnam’s national team. This sense of connection extended to the digital space through the Zalo game “DZÔ VANG VIỆT NAM,” where fans across the country could send messages of encouragement, express their belief in the team and show their support throughout the tournament.
Hundreds of fans followed every move on the pitch during the final against Thailand on 22 August.
Fans celebrate with pride in the national colours as Vietnam scores at the ASEAN Hyundai Cup 2026.
Through both on-ground activities and digital engagement, Bia Saigon is helping bring SABECO’s commitment to connecting people through sport to life. Here, football becomes more than the game itself—it is a catalyst for togetherness, shared passion and a collective sense of pride among millions of Vietnamese.
From Football to Broader Contributions to Vietnamese Sport
SABECO’s continued support for the national football teams forms part of its long-term commitment to the development of sport in Vietnam. Beyond football, the company has implemented various initiatives aimed at supporting high-performance sport while encouraging greater participation in physical activity across communities.
From 2023 to 2025, SABECO partnered with the Vietnam Sports Administration to implement the “Vietnam Sports Glory” programme, recognising athletes and coaches for their outstanding contributions to the country’s sporting achievements.
At the community level, SABECO focuses on creating more opportunities for people to access and participate in physical activities. Through its partnership with the Ho Chi Minh Communist Youth Union Central Committee, the “Stepping Up Sports” project upgraded 30 community sports facilities across 30 provinces and cities during 2023–2024. Building on this direction, SABECO Sports Hub has been implemented across 36 provinces and cities, creating more spaces for physical activity and community connection at the local level. The company has also supported the Tien Phong Marathon National Championship for many years, helping promote running and bring sport closer to communities.
From supporting the national teams and connecting fans through their shared passion for football to expanding access to sport for communities nationwide, SABECO continues to translate its commitment to the sustainable development of Vietnamese sport into action. Through initiatives consistently implemented over the years, the company not only contributes resources to high-performance sport but also helps foster more active and connected communities, while strengthening a shared sense of pride in Vietnam.