Saigon Sports Academy enlists TBWA\Vietnam to launch pro-basketball in Vietnam

Ho Chi Minh City is the newest home of the Air Asia ASEAN Basketball League, as the establishment of the Saigon Sports Academy (SSA) Saigon Heat was officially announced last week.

The Heat brings the league to a total of eight teams and marks the arrival of international basketball to Vietnam for the first time in line with Indonesia, the Philippines, Thailand, Singapore and Malaysia, and the season opener of the ABL’s third season will kick off on 14 January, 2012.

To help the team establish itself in Vietnam, TBWA\Vietnam has been enlisted to assist with marketing and communications development without a pitch as the agency previously worked with them on project basis, including marketing and communications as well as uniform design.

“We are deeply thrilled that TBWA\ is one of our major partners in the launch of the Saigon Heat,” said Henry Nguyen, SSA’s chairman. “We want the team to be an integral part of the fabric of Ho Chi Minh City, and to represent the energy and spirit of our beloved country. Basketball is more than just a sport – it is a passion and expression of a city’s culture.”

“What makes this so exciting is that we’re not just introducing a brand here or even building a category,” said TBWA\Vietnam’s managing director, George Nguyen, “As Vietnam becomes increasingly urbanized, basketball will explode here. The folks from SSA share our vision for how the Heat will become a part of the city’s identity and bring a champion to Vietnam – and that is an unbelievable opportunity for us to take part in our community.”

In recent years, basketball has become an integral part of urban and popular culture in fashion and music in Vietnam. Nestle is currently sponsoring the annual Milo Cup for the youngsters’ basketball touramount. Nike and Adidas, two sport brand giants whose marketing is very much tie in with basketball, are now established in this young Vietnam market.