Economy, sports, and experiences

In less than two months, the 2026 World Cup finals will take place for the first time with 48 teams participating. The 2026 Formula 1 (F1) season will also see many changes related to engines, car design, number of races, number of teams, etc.

Marathon will be separated into its own world championship starting in 2030, instead of being just a part of the World Athletics Championships as it is currently.

The changes taking place in sports will lead to an increase in the number of matches and tournaments, giving spectators more experiences, meaning that the interaction between the audience and the sport will be enhanced. A prime example is running, where simply owning a pair of shoes and a tracksuit allows one to become a runner and directly participate in races alongside top runners. Or pickleball, which offers experiences at various skill levels and is not just a sport but also a fashion statement .

Mr. Nguyen Tu Anh, CEO of Nexus Sport Events, commented: "In recent years, sports are no longer simply a physical activity, but are gradually becoming part of the experiential economy in Vietnam. The rapid increase in running events, the running community, and the growing interest in healthy lifestyles have opened up a market with great potential for brands."

With the continued push towards the socialization of sports, sports economics is a key solution. “While previously, sports marketing mainly revolved around sponsorship and logo placement, the approach has now changed. Sports have become a platform for brands to build long-term relationships with consumers through real-world experiences. There, participants not only ‘see’ the brand but also directly interact, feel, and remember it through highly personal moments,” Mr. Nguyen Tu Anh emphasized at the Meet & Greet event for brands and sponsors held on April 8th in Ho Chi Minh City.

And if the shift in sports marketing activities focuses on the experience, the potential will be evenly distributed among all, not just the big players. This is because a startup or small- to medium-sized brand, when partnering with athletes and sports players for a sufficient length of time, will create a mutually beneficial experience. Customers can use, provide feedback on, and become engaged with the product over time, witnessing the growth of the business that produces it. Conversely, building an initial connection with sports customers helps businesses gradually understand consumer psychology at different stages and in larger numbers. Brands today are no longer just "sponsors," but are gradually becoming "partners" in the consumer's journey.

THAI CA

Source: https://nhandan.vn/kinh-te-the-thao-va-trai-nghiem-post955119.html