Marketing Random

Analyzing the trend of choosing players as brand ambassadors


After models, actors, the attraction of Vietnamese players in the Asian U23 tournament is bringing new options for businesses (DN) to promote their brands and products.

The players are considered as brand ambassadors (CCP) that best convey the messages of many businesses to consumers at the moment.

Attraction from the Vietnam U23 effect

The attraction of Vietnamese U23 players has never cooled down and domestic and foreign businesses have quickly exploited to bring the brand closer to consumers.


Typical of this agility is the KIDO Group. Recently, on March 24, KIDO signed with two U23 players Nguyen Quang Hai and Bui Tien Dung as exclusive CCP for all of this company’s products in 2018.

The value of the deal is not disclosed, but according to Mr. Tran Le Nguyen – General Director of KIDO Group, the budget is up to tens of billions of VND and may increase if there are more events in the process of working. .

The attraction of Vietnamese U23 players has never cooled down.

In February 2018, Vietnam U23 army captain Luong Xuan Truong officially became the CCP for Revive, a sports drink brand associated with the health and exciting spirit of young people.

Revive chose Luong Xuan Truong because he saw the young captain’s love of football, enthusiasm and spirit of courage and courage. As a CCP, Xuan Truong is expected by Revive, along with the brand, to spread the love of football and sports to Vietnamese youth, towards building a healthy, enthusiastic and energetic young generation. moving.


Another name on the list of businesses looking to become a CCP is Nguyen Cong Phuong. The Best Player of the Hassanal Bolkiaah Prize – the Brunei King’s Cup 2014, the best scorer at SEA Game 28 in Singapore in 2015 … was chosen by the Clear Men brand as the CCP in 2016.

Outstanding talent on the field, his competitive spirit helps Cong Phuong continue to be the choice to be the CCP for – a brand of GMO Internet Group, specializing in providing internet infrastructure and service infrastructure. (including domain name, Hosting, Cloud, StoreApp …) in 2017.

Not only the players but also the coach Park Hang Seo – the person who transmits the fire to the U23 players, is also chosen by the company to convey the message to consumers. At the end of March, Coach Park Hang Seo was chosen by electronics company from South Korea to be the CCP to promote products and brands in Vietnam in 2018.

Mr. Kim Cheol Gi, General Director of Samsung Vina Company and Coach Park Hang Seo.

The representative of Samsung Vina Company said that with the miracle of the U23 Vietnam team, Coach Park Hang Seo became someone who could inspire anyone.

“He ignited a flame of passion and aspiration to do the impossible for Vietnamese football lovers. Through this partnership, the Company hopes that coach Park Hang Seo and Samsung will spread the spirit strongly. pioneering, creating meaningful values ​​in life “, said representative of Samsung Vina.


Aim for the target

The reason that many companies choose football players to be CCP is because they find common ground, the sympathy between players of “king sport” with the brand as well as the business direction the company is aiming at.

Sharing at the event announcing Nguyen Cong Phuong as the CCP for the Clear Men brand in 2016, Mr. Tran Hoang Tuan – the representative of this brand expressed that Clear Men wants the brand to be more and more engaged with consumers through the activities are interesting and varied in many ways where football is the central field. And the selection of Nguyen Cong Phuong as the CCP is to carry out this mission.

As for KIDO, two players Nguyen Quang Hai and Bui Tien Dung are highly appreciated for their talent and constant efforts in their journey to bring glory to their home country football. They are the representatives of the generation of young Vietnamese who always desire to assert themselves, ready to overcome all challenges to conquer their dreams.

Their will, energy, and sincerity in their lifestyle have made fans more fond and affectionate. The image of the two players is similar to the development of KIDO and is in line with the message the Group wants to convey to consumers, especially the young generation of Vietnam.

Players Nguyen Quang Hai and Bui Tien Dung during the signing ceremony as brand ambassadors with Kido.

“We believe that the commitment to product quality and the companionship of the two players will help spread the message of dare to think and dare to do with youthful passion. They will be ready to fly high. , fly away with dreams but still bring happiness with family “, Mr. Bui Thanh Tung – Deputy General Director of KIDO Group affirmed.

The choice of soccer players to be the CCP is not a new thing. In the world, for many years, famous players such as Cristiano Ronaldo, Zinedine Zidane, Lionel Messi, David Beckham … used to be CCPs for many brands.

In which, Cristiano Ronaldo is one of the most expensive stars to advertise, and the brands he endorsed are very diverse, from sportswear, cell phones, shampoo to fast food .. In Vietnam, many years ago, Pham Van Quyen – a player who was considered a “Vietnamese football prodigy” was also chosen by Pepsi as the representative face in Vietnam.

According to experts in the field of brand management, cooperation with football players will create a positive impact on the brand of the business. These players have a lot of fans and their statements trust the community of people who love them.

Therefore, using popular players to advertise will positively impact consumers as well as the brand by attracting customers’ attention to the brand, making them look sympathetic. for a brand is the same as how they feel for their “idols”.

Minh Hao
* Source: Saigon Businessman



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