SV Werder Bremen have intensified their internationalisation efforts in Vietnam in order to win over new fans and help support the local population in a country that includes several million Bundesliga fans. The Green-Whites will hold events in Vietnam in July and August 2023 as part of their internationalisation strategy, and will enjoy a permanent presence in the country as of September.
A symbolic ball has been ‘kicked’ from the Osterdeich to Vietnam, and will now make its way to various events in the coming weeks. The events will culminate with a watch party in Ho Chi Minh City for the Bundesliga game against Mainz 05, which will take place on the same weekend as Vietnam’s National Independence Day.
Werder have previously hosted events in Vietnam, with coaches from the club heading to Ben Tre in 2019 in order to help teach young coaches. Most recently, the Green-Whites extended their cooperation with the Central Agency for Schools Abroad and the club also took part in a sustainability workshop in Hanoi in March 2023. “Vietnam has been one of our target markets since 2019,” said Klaus Filbry, CEO of SV Werder Bremen. “The coronavirus pandemic and our focus on sporting matters following our return to the Bundesliga have somewhat slowed down our engagement. We can, however, build upon the foundations and valuable contacts that we established a few years ago and we will be visible on the ground for the first time later this summer through a variety of measures.”
As well as working with the existing network, Werder are also working with the agency Schächter Sports in order to establish itself in this country which is experiencing significant economic growth. “Part of our commitment is to of course expand our B2B contacts and to continue our role as ambassadors for the Bundesliga,” explains Dominik Kupilas, who as head of fan and business development, is responsible for the club’s expansion into international markets. “Much more of our focus, however, is on training sessions for children and developing the coaches of the future, which we are already doing very successfully on a regional level as part of the SPIELRAUM initiative and thanks to the expertise of our youth system and the Werder football school.”
Our attention also turns to working with Common Goal to tackle the most pressing issue of our time: climate change and its global consequences. According to the Global Climate Risk Index, Vietnam is among the 20 countries most affected by climate change. “We are currently working together with Common Goal to structure a climate action programme that primarily involves local organisations and their work,” explains Kupilas. “We’re looking forward to getting started and working successfully and sustainably on these exciting projects in Vietnam in order to increase awareness of SV Werder Bremen.”
