TBWA helps 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.

To help the team establish itself in Vietnam, TBWA\Vietnam has been enlisted to assist with marketing and communications development.

“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. In recent years, basketball has become an integral part of urban and popular culture. 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,” said TBWA\Vietnam’s Managing Director, George Nguyen.