The growing trend of corporations investing in sports to reinforce community responsibility and commitment to sustainable development
From national tournaments to grassroots sports activities across local communities, sports are bringing people together and encouraging more active, balanced lifestyles. Within this context, many organizations and companies are also choosing to support long-term sports initiatives as a way to contribute to shared community values and social connection.
Sports are becoming a stronger force for community connection
In recent years, sports have evolved beyond professional competition and athletic achievement alone. From marathon races attracting tens of thousands of participants to community football pitches filled every weekend, sports are becoming a more familiar part of daily life and modern lifestyles. Regarding to Vietnam Sports Administration (VSA), by 2025, the rate of regular practitioners reached a record 38.2%, while the proportion of families practicing sports rose to 28.8%.
At a broader level, sports have also become one of the shared spaces where collective pride and unity are most visible, whether through major regional tournaments, moments when millions of Vietnamese fans cheer together for national teams or large-scale community sporting events that bring people together across generations.
As these trends continue to grow, more corporations are participating in sports-related initiatives, through sponsorships and longer-term community programs, local infrastructure support and activities that encourage active and balanced lifestyles.
From professional sports to grassroots community initiatives
Over the past several years, the Saigon Beer-Alcohol-Beverage Corporation (SABECO) has been among the companies actively supporting both professional sports and grassroots community initiatives in Vietnam. Mr. Lester Tan, General Director of SABECO, said sports have become one of the most natural ways to strengthen connection and shared progress within communities.
“For more than 150 years of legacy, SABECO has grown alongside Vietnam. We believe progress is strongest when it is shared, and national pride is deepest when it is collective”, he said
In 2022, SABECO partnered with the Ministry of Culture, Sports and Tourism (MoCST), to jointly deliver programs across culture & arts, tourism & cuisine, and sports, including a series of activities in support of Vietnam at the 31st Sea GAMES. Under this framework, in collaboration with MoSCT, SABECO organized the “Vietnam Wins Gold” initiative to rally the nation to chant for national athletes. Through the initiative, SABECO later contributed 5 billion VND toward the specialized training and competition of national talents, helping elevating Vietnamese sports at international games.
A community football match under the “SABECO Sports Hub” program in Bac Giang, 2024 (Source: SABECO)
This high-level support was further amplified by SABECO and its flagship brand Bia Saigon’s four-year sponsorship for national football teams, including men, women, and U23 teams, starting from July 2022. In addition, SABECO has helped amplify pride in Vietnamese sport by accompanying the Vietnam Sports Glory Awards for three consecutive years (2023-2025). In collaboration with the Vietnam Sports Authority, the program recognizes and honors outstanding athletes and coaches whose contributions have been instrumental in advancing Vietnam’s sporting achievements and strengthening the national sports image.
Alongside professional sports, for many years SABECO has expanded its investment into community-based activities, viewing them as a key foundation of sustainable development aligned with the company’s vision and mission. On this journey, SABECO has pursued community initiatives in a structured and consistent manner, with a clear focus on widening access to physical activity and creating more positive shared spaces for local communities to connect.
The running movement spreads through the 2026 Tien Phong National Marathon and Long-Distance Championship (Source: Organizing Committee)
The Tien Phong Marathon is a notable example, reflecting SABECO’s six consecutive years of support. With a history spanning more than 80 years, Tien Phong Marathon is one of Vietnam’s most reputable races, attracting both professional and amateur runners while aiming to create a growth boost for the hosting province’s economy and society.
In grassroots football, the National 7-side Football Championship Bia Saigon Cup (VPL) marked an important milestone after four seasons with the consistent companionship of SABECO, bringing together community teams nationwide. Over the years, the tournament continuously expanded and scaled up - reaching eight regions and recording more than 45 million livestream views across digital platforms in 2024. After the 2025 season, SABECO will close this chapter of partnership with VPL, while continuing to explore new directions for future community initiatives and collaboration models.
Investing in Sustainable Community Development
Seeing sports as one of keyways to bring out the commitment to creating lasting positive impacts on communities and the nation, SABECO also places mass-participation sports within a broader, long-term vision of human and community development. Through its strategic partnership with the Ho Chi Minh Communist Youth Union, the “Fostering Sports” project upgraded 30 community sports grounds across 30 provinces between 2023-2024, while the SABECO Sports Hub initiative expanded to 36 provinces in 2024, promoting community well-being and cohesion with the belief that strong, resilient communities will grow sustainably.
The “SABECO Sports Hub” initiative was successfully rolled out to 36 provinces and cities in 2024 (Source: SABECO)
Mr. Lester Tan shared: “In the time ahead, SABECO will continue working closely with partners and local government to explore new opportunities, expand access to sports and contribute to the positive development of communities across Vietnam.”
Taken together, these efforts show SABECO’s long-term approach—building active, connected, and resilient communities as a foundation. Practical contributions to sport not only strengthen brand reputation, but also create sustainable value that can ripple positively across society.