BIA VIET: Proud champion of Vietnamese values in signing sponsoship deal for SEA GAMES 31 and ASEAN PARA GAMES 11

Ho Chi Minh City, 27 April, 2021 — Bia Viet, a brand from HEINEKEN Vietnam, today signed a memorandum of understanding (MoU) with the organizing committee and the official sponsorship consultant – Viet Content and Trading Joint Stock Company - of the 31st Southeast Asian Games (SEA Games) and the 11th ASEAN Para Games to become an official sponsor of these regional sporting events.

Vietnam will host the 31st SEA Games and 11th Para Games in Hanoi starting 21st November 2021. This regional spectacle presents Vietnam with the chance to convey its uniqueness as a nation as it hosts as well as competes. It is as well an opportunity in nation branding as the SEA Games welcomes 11 countries to compete in 40 sports and 526 competitive events, while the Para Games features 11 sports.

Mr. Tran Duc Phan, Deputy General Director of the Vietnam Sports Administration cum Vice President of the SEA Games 31st and ASEAN Para Games 11th organizing committee, said, “Regional sporting events like SEA Games and Para Games play a crucial role in presenting Vietnam to an international audience. This requires concerted efforts by multiple stakeholders. Partnering with sponsors like Bia Viet will go a long way in ensuring the outstanding success of these events.”

SEA Games and Para Games will put on display Vietnam’s dedicated spirit reflected in its hosting of the events and its athletes’ commitment. Bia Viet, created to honour the national spirit that unifies this diverse country, has aptly committed to becoming an official sponsor of these regional sports events. The sponsorship amount will be finalized and announced this June.

Representing Bia Viet at the MoU signing ceremony, Mr. Alexander Koch, HEINEKEN Vietnam’s Managing Director, said: “We are honoured to become an official sponsor of the 31st SEA Games and 11th Para Games, which have been made possible thanks to the Government’s successful management of the COVID-19 outbreak. Bia Viet celebrates the Vietnamese values of dedication and tenacity, so this is an amazing opportunity for us to join Vietnam in empowering its athletes to display the very qualities that define the country.”

Bia Viet is the latest member of HEINEKEN Vietnam’s brand portfolio. Since its birth a year ago, the brand has turned the spirit of dedication into actions. Born amid difficulties, including the COVID-19 pandemic and natural disasters, Bia Viet has supported and assisted the worst affected in the community.

The brand adjusted its product launch budget to donate VND 10 billion to support COVID-19 frontline workers at medical establishments and isolation centres. Last November, Bia Viet donated VND 3 billion to get immediate relief to those affected by natural disasters in Central Vietnam. Prior to Lunar New Year 2021, Bia Viet presented in-kind and cash donations to 4.046 disadvantaged families in 24 provinces across Vietnam as part of its program “Wishes of Fulfilment” to bring a fulfilling Tet to the local community.


About HEINEKEN Vietnam

HEINEKEN Vietnam is a subsidiary of HEINEKEN, the world’s most international brewer. Originated in the Netherlands, this family-owned business with a history of over 150 years, brews and distributes over 300 beer & cider brands in more than 190 countries.

HEINEKEN Vietnam was established in 1991 and operates six breweries in Hanoi, Da Nang, Quang Nam, Ho Chi Minh City, Vung Tau, Tien Giang and 11 offices across Vietnam.

From humble beginnings with only 20 employees in Vietnam, HEINEKEN Vietnam is now the second largest brewer in Vietnam with more than 3,500 employees. HEINEKEN Vietnam makes a significant annual economic contribution to Vietnam, amounting to approximately 0.95% of the nation’s total GDP.

In Vietnam, HEINEKEN produces and distributes Heineken®, Tiger, Larue, BIVINA, Bia Viet and Strongbow cider.

For five consecutive years since 2016, HEINEKEN Vietnam has been recognized among the top three most sustainable companies in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) and as a best place to work in Asia (in 2018, 2019 and 2020) by HR Asia Magazine, one of Asia’s leading publications for HR professionals.

More information about HEINEKEN Vietnam is available on HEINEKEN Vietnam’s website:


For more information, please contact:

Ms. Nguyen Huong Mai
Head of Communications
HEINEKEN Vietnam Brewery Limited Company
Telephone: +84 28 3822 2755


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