Why Pickleball Makes Sense for Masan Group in Vietnam
Building Brand Equity Through an Emerging National Sport
This presentation explores the compelling case for integrating pickleball - Vietnam's fastest-growing recreational sport - into a marketing strategy and platform for your portfolio of bottled water products.
This is not just about sponsoring another athletic activity; it's about positioning your brands at the forefront of a nationwide phenomenon that aligns perfectly with your consumer base and brand values.
Market Growth Snapshot: Vietnam's Pickleball Explosion
30,000+
Active Players
As of 2025, doubling year-on-year with remarkable velocity
500+
Courts Nationwide
200+ in Hanoi, 300+ in Ho Chi Minh City
(converted from tennis/badminton facilities)
516,000+
Social Community
Members in a single Vietnamese Pickleball Facebook group.
Gaining up to 800 members daily
Demographic Fit – Who Plays Pickleball?
Pickleball's demographic reach is uniquely broad, cutting across traditional barriers of age, gender, and socioeconomic status. This inclusivity creates multiple touchpoints for Masan's diverse beverage portfolio, from premium mineral water to mass-market refreshment options.
The sport's accessibility—requiring minimal equipment and playable in small spaces—has accelerated adoption among Vietnamese consumers who value both convenience and social engagement.
10-70+
Age Range
With strongest growth in the 25–55 age group, covering prime beverage consumption years
45-55%
Female Participation
Exceptionally high gender balance for a sport in Vietnam, allowing targeted marketing to women
70%
Middle-Income Players
Primarily middle-income and aspirational lower-middle-income families with disposable income
Urban Concentration with Rural Expansion
Core player base in urban centres, but showing rapid spread to peri-urban and provincial areas, mirroring Masan's distribution strategy and growth markets
Values Alignment
Participants demonstrate strong interest in wellness, social connection, family time, and active ageing—values that align perfectly with Masan's beverage positioning
Executive Summary: The Pickleball Opportunity
Explosive Growth
Pickleball has surged to 30,000+ active players nationwide, rising from near zero in 2022, making it Vietnam's fastest-growing recreational sport with unprecedented adoption rates across demographic segments.
Strong Institutional Backing
Major tournaments, national championships, and international events have already been held in Vietnam, enjoying robust government support and extensive media coverage that validates the sport's legitimacy.
Perfect Demographic Alignment
The multi-generational, health-conscious, and community-focused participant profile matches precisely with Masan's water brand consumer segments, creating natural synergies for marketing integration.
Grassroots Accessibility
Unlike tennis or padel, pickleball allows for grassroots integration and brand participation at scale, with lower barriers to entry and more opportunities for direct consumer engagement.
Vietnam as an elite regional hub for Pickleball
The 2024 Asia Open in HCMC attracted 400+ participants from across the region, with Vietnam dominating the medal table by securing 17 Gold Medals—more than any other competing nation.
This explosive growth is particularly remarkable given the sport's recent introduction to the country, demonstrating not just adoption but passionate engagement across urban centres with rapid expansion into provincial areas.
The expectation is that with Vietnam excelling both at the elite level and also drawing in mass participation, the country will continue to be seen as a logical and preeminent destination for major international tournaments.
AFPickleball
NEW JOURNEY OF ASIA OPEN PICKLEBALL CHAMPIONSHIPS 2024, HO CHI MINH CITY, VIETNAM
The Asia Open Pickleball Championships 2024 (AOPC) kicked off on April 30th in Ho Chi Minh City, Vietnam, marking the start of an exciting sporting event. Over 400 athletes from across Asia, America, Europe, and Australia have gathered at the Kỳ Hòa 2 Club in District 10, ready to compete until May 4th, 2024.The inaugural tournament was a success, thanks to the incredible partnership between the Asia Federation of Pickleball (AFP) and Pickleball and Friends Vietnam—the first professional pickleb
Vietnam also recently hosted the Asia Junior Open and the University Championship in July 2025
AFPickleball
Asia Pickleball Junior Open Inspiring the Next Generation!
13-15 Jul 2025 - Quang Nam Province, Vietnamuang Nam Province, VietnamThe Asia Pickleball Junior Open 2025 was nothing short of a spectacular celebration of youth pickleball across Asia! Hosted in the beautiful Quang Nam Province, Vietnam, this year’s event saw phenomenal growth and participation.Unprecedented GrowthThe tournament welcomed 246 junior athletes, a tremendous leap from just 80 participants in 2024. This surge reflects the rising popularity of pickleball among young players and the
AFPickleball
Asia Pickleball University Championship 2025 – A New Era for Collegiate Pickleball
Da Nang, Vietnam | July 17–20, 2025The Asia Federation of Pickleball (AFP) proudly hosted the inaugural Asia Pickleball University Championship 2025 (APUN 2025) in Da Nang, Vietnam — a historic milestone for collegiate and alumni pickleball across Asia. Over four exciting days, players from eight countries came together, showcasing a vibrant blend of youth, experience, and cross-border camaraderie.The tournament kicked off with a lively Opening Ceremony celebrating unity, sportsmanship, and cult
Alignment with Masan Group's Brand Strategy
Health & Hydration Synergy
Pickleball's emphasis on low-impact, inclusive activity creates a natural platform for hydration messaging that reinforces Masan's positioning of beverages as essential to active, healthy lifestyles.
Cost-Effective Mass Participation
Courts in parks, schools, and sports halls enable easy integration of hydration stations or sampling opportunities, allowing broad reach without the prohibitive costs of traditional sports sponsorships.
Multi-Generational Appeal
Unlike sports that target narrow demographic bands, pickleball attracts Gen Z, young professionals, middle-aged women, retirees, and families—mirroring the broad consumption patterns of Masan's beverage portfolio.
Social Media Momentum
The sport thrives on user-generated content with players enthusiastically sharing matches, tips, and community events across platforms—creating organic amplification opportunities for brand integration that traditional advertising cannot match.
Cultural Resonance
With blossoming natural interest and ongoing national federation development, Pickleball represents a future-facing investment that positions Masan as a visionary supporter of Vietnamese athletic achievement on the international stage.
Partnership and Activation Opportunities
Grassroots Programmes - Branded ExperiencesLaunch the "Vinh Hao Courtside Clinics" series across Tier 2/3 cities, bringing pickleball to new communities whilst establishing brand presence through reusable bottle giveaways, hydration tents, and mobile courts for demonstration days, and iconic and shareable content. Hennessy's partnership with the NBA is a great example of this kind of activation.
Grassroots Programmes - Youth ProgrammesDevelop youth programmes in schools that combine health education with pickleball instruction, creating positive associations with Masan brands from an early age.
Tournament Sponsorships
Secure title sponsorship of premier events including the Vietnam National Pickleball Championships (annual), Asia Open Pickleball Championships, and upcoming PPA Vietnam Open (Sept 2025), or the PVNA Super League
Position as official hydration partner with comprehensive integration: branded courts, sampling booths, product placement in player areas, and athlete meet-and-greets that generate content and media exposure.
Note: There is no official partner yet, but Pocari Sweat, Heineken and Power Coffee were all involved with Super League to some extent last year
Note: There is no official partner yet, but Pocari Sweat, Heineken and Power Coffee were all involved with Super League to some extent last year
Athlete Sponsorships
Partner with rising stars like Trinh Linh Giang (Asia Open winner) and Ly Hoang Nam (national tennis star turned pickleball icon) to develop authentic brand ambassadorships that resonate with Vietnamese audiences.
Create storytelling opportunities that highlight hydration's role in athletic performance, leveraging these athletes' journeys for content creation.
Digital Content Campaigns in tandem with POS promotions
Beyond the growing digital communities already mentioned there are also a few channels which are beginning to stand out for content creation and access to clips and highlights:
Develop the "Hydration Break" content series featuring short interviews with players during matches, emphasising the role of proper hydration in performance and recovery.
Develop the "Hydration Break" content series featuring short interviews with players during matches, emphasising the role of proper hydration in performance and recovery.
YouTube
PICKLEBALL 76
Pickleball 76 is your go-to channel for the most epic matches and jaw-dropping shots from both the Vietnamese and international pickleball scene. From nail-biting semifinal showdowns and match highlights to in-depth technical tutorials, we post regularly so you can enjoy the action and level up your game. Hit subscribe and ring the bell so you never miss a comeback, pro tips, or showmatches with top players!
Launch TikTok/FB community challenges such as the #PickleballWithVinhHao trick shot contest to drive user-generated content and community engagement whilst reinforcing brand association, perhaps with the opportunity to win experiences at the amazing locations available to Pickleballers in Vietnam. See below:
Broadcast & Media Potential
The media landscape for pickleball in Vietnam combines traditional broadcast legitimacy with digital grassroots enthusiasm, offering Masan multiple channels for brand integration that would be prohibitively expensive in established sports.
Digital Momentum
The slides above have already discussed a number of the channels across YouTube, TikTok and Facebook which are offering all kinds of content, and allowing different consumers to engage with content one the channel where they are most comfortable - another advantage for brands looking to promote their message to a broad demographic.
Traditional Media Coverage
FPT Play has already streamed recent international tournaments including the well-received "Rise with the Flames" exhibition tour, establishing precedent for broadcast viability.
VTV and other national broadcasters have featured the sport in news segments and weekend sports programmes, indicating growing mainstream recognition and interest from established media outlets.
Future tournaments are likely to be streamed on VTV, YouTube, or OTT platforms as the sport continues to gain popularity and structural support, creating additional branded content opportunities.
Success to Date: Vietnam's Pickleball Achievements
International Recognition
Vietnam has previously secured hosting rights for prestigious events including the Asia Open (2024) and PPA Asia stop (2025), indicating that the country is viewed as a regional leader in pickleball development and market potential.
Competitive Excellence
Vietnamese players have demonstrated remarkable aptitude for the sport, winning 17 Gold medals at regional level competitions despite the sport's recent introduction to the country.
Structural Development
The National Championship launched in 2025, with plans for structured leagues and rankings that will formalise the competitive landscape and create additional sponsorship opportunities for brands.
Global Star Power
International influencers such as Quang Dương (world #6) have participated in Vietnam-hosted events, attracting young audiences and elevating the profile of pickleball within the country.
These achievements demonstrate that pickleball in Vietnam is not merely a recreational trend but a serious sporting movement with competitive legitimacy, institutional support, and growth potential that can provide Masan with sustained marketing opportunities over the coming years.
This is only going to get stronger when the rumoured Vietnam Pickleball Federation is launched and internationally ratified and recognised as the National Organising Committee under the Olympic Federation. In the meantime, the Pickleball Vietnam Assosciation is the de facto national body, and runs the main competitions.
Looking Ahead – International Recognition & Beyond
As a first mover, Masan can own the hydration category within pickleball, establishing an association that competitors will struggle to displace even as the sport continues its growth trajectory.
The timeline for pickleball's development in Vietnam and across Asia presents a strategic window for brand integration before competition intensifies and rights fees escalate.
1
2025-2026: National Federation Structure
National Federation support is growing with a formal structure to be announced, establishing official governance and development pathways that will accelerate the sport's growth.
This institutionalisation will create additional partnership opportunities for brands seeking official category designations.
2
2027-2029: Asian Games Potential
Longer-term potential for Asian Games inclusion represents the next milestone in the sport's regional development, offering expanded broadcast and patriotic marketing opportunities.
3
2030+: Olympic Aspirations
While still speculative, the sport's explosive global growth and standardisation efforts suggest Olympic consideration remains a possibility in the longer term.
What About Padel? A Comparative Analysis
Padel's Current Position
Padel is promising but niche: primarily concentrated in HCMC with only a few thousand players compared to pickleball's 30,000+ nationwide community.
Infrastructure development faces higher barriers with each padel court costing approximately 2-3 times more than a pickleball court, limiting rapid expansion.
The demographic skew trends toward young professionals, expats, and high-income clusters, creating a narrower marketing opportunity than pickleball's broad appeal.
Tournament structure remains limited with only one APPT event in 2024 and no established national framework, reducing visibility opportunities.
Media presence is significantly less developed, relying primarily on club-level livestreams and Instagram posts rather than broadcast or mainstream coverage.
Strategic Recommendation
Should We Dismiss Padel?
No — but we recommend a differentiated approach:
- View padel as a longer-term investment, potentially for Quang Ninh's premium positioning given its affluent player demographics
- Consider pilot partnerships with established operators like Vietpadel Club (District 2, HCMC) and notable players such as Lu Quoc Linh and Kim Loi
- Focus primary resources on pickleball now for mass engagement and fast ROI whilst maintaining monitoring of padel's development
- Evaluate padel again in 12–18 months to assess growth trajectory and alignment with premium brand strategies
Conclusion – A Winning Serve for Masan
Unmatched Scale & Momentum
Pickleball offers scale, visibility, and cultural momentum unparalleled by any emerging sport in Vietnam, providing immediate access to a rapidly expanding community.
National Pride Platform
A clear path to regional medal recognition creates opportunities to associate Masan brands with Vietnamese sporting achievement on the international stage.
Multiple Integration Points
Player sponsorships, grassroots engagement, and tournament integration provide diverse entry points at various investment levels, allowing for strategic scaling.
Category Ownership
Masan Group is perfectly positioned to become "the hydration brand of pickleball in Vietnam," establishing category dominance before competitors recognise the opportunity.
By moving decisively now, Masan can secure preferred partnerships, establish category exclusivity, and build authentic community connections at a fraction of the cost that will be required once the sport reaches mainstream recognition.
We recommend a phased implementation beginning with tournament sponsorship and player partnerships, followed by grassroots activation in 2026. This approach will maximise visibility during the sport's rapid growth phase whilst building long-term brand equity through community engagement.
The unique alignment between pickleball's demographics, values, and growth trajectory with Masan's beverage portfolio presents a rare strategic opportunity that merits prompt exploration and decisive action.
Additional Reading
pickleballvna.org
Giải đấu pickleball Việt Nam- Pickleball Vietnam Association
Trang web giải đấu Pickleball cung cấp thông tin chi tiết về mọi giải đấu sử dụng hệ thống xếp hạng và công cụ hỗ trợ tổ chức giải của PVNA bao gồm lịch thi đấu, địa điểm, thể lệ, chi phí và đăng ký.Truy cập để theo dõi lịch trình và tham gia các giải đấu hấp dẫn của Pickleball Việt Nam!
