SABECO and the mission of accompanying Vietnamese sports

The journey of sports inspiration continues to spread

Entering 2025, the journey of spreading an active, balanced lifestyle, sportsmanship, and community engagement of Saigon Beer - Alcohol - Beverage Corporation ( SABECO ) continues to be extended with memorable marks.

The opening event is the presence at the 66th Tien Phong Marathon - one of the oldest and most prestigious tournaments in Vietnamese athletics, and now the event of the 7-a-side football tournament Bia Saigon Dragon Cup (VPL-S6).

Last March, SABECO marked its fifth consecutive year of accompanying Tien Phong Marathon, taking place in Quang Tri province. With more than 7,400 athletes participating, including professional and amateur athletes. The tournament has become a living testament to the widespread sporting spirit in the community. In particular, the participation of more than 20 SABECO employees and member companies in the Central region not only shows the spirit of "practice goes hand in hand" but also demonstrates the company's internal support for community sports.

Ms. Patsy Lim, Deputy General Director of Marketing and Communications of SABECO shared: “We aim to promote a balanced and active lifestyle, while realizing our ESG commitments to make a positive contribution to society. Through sports, the spirit of resilience, solidarity and national pride are awakened, creating a solid foundation for the community to develop.”

Not stopping at athletics, SABECO continues to affirm its commitment to spreading the spirit of sportsmanship, connecting the community and elevating Vietnamese football as a source of national pride through its support for the Bia Saigon Cup 7-a-side National Football Championship (VPL) for the fourth consecutive year. This is a unique tournament of Vietnamese grassroots football, where the spirit of sportsmanship, camaraderie and passion for the round ball are spread to every street and football field across the country. More specifically, this year's tournament, with SABECO's strategic support, is held in 8 key areas, turning each match into a festival of connection and honoring local identity.

Sports are not just about competition - they are about life values.

Consistent and long-term support for national sporting events is not simply a brand strategy. It is a clear manifestation - in line with SABECO's sustainable development direction. The company not only supports elite sports but also directly invests in community sports development initiatives to promote a balanced, active lifestyle and create conditions for physical exercise for the people.

In December 2024, SABECO launched the initiative “SABECO Sports Hub – Connecting Vietnamese Spirit”, deployed in 36 provinces and cities across the country. This is a development version following the success of the “Sports Step Up” project in the 2022-2024 period, which has helped upgrade 30 community sports playgrounds in the provinces and cities. Sports Hub is not only a place for physical training, but also a space for community exchange and connection through sports activities, games and cultural events.

These playgrounds have become gathering places for people of all ages, helping to form the habit of regular exercise, while creating healthy, active and united communities.

For a healthy Vietnam

SABECO's commitment is also fully aligned with the sports development strategy for the 2021-2025 period according to Plan No. 2796/KH-BVHTTDL of the Ministry of Culture, Sports and Tourism. In which, popularizing healthy lifestyles and physical development for the entire population is considered one of the key goals to improve the quality of human resources and build comprehensively developed Vietnamese people.

Not only that, SABECO's initiatives also contribute to the national goal of human development in the context of integration and development. When sports become a part of life, each individual is healthier, each community is more connected, and that is the foundation for building a sustainable nation.

Community Action: More Than Just a Responsibility

From a beer production and trading enterprise, SABECO has shown a strong transformation in development strategy with a long-term vision and clear social responsibility. Practical actions for sports not only enhance the brand image, but more importantly, create sustainable values ​​that spread throughout society.

The message throughout this journey is: “Sports is not just about competition, but about lifestyle. Companionship is not just about sponsorship, but about sharing.” For SABECO, sports is the bridge connecting businesses with the community, where together we reach the comprehensive development of a dynamic and aspirational Vietnam.

PV

Source: https://tienphong.vn/sabeco-va-su-menh-dong-hanh-cung-the-thao-viet-post1744816.tpo