News about sports sponsorship

VPBank is placing pop culture at the core of its development strategy, as its shares have risen nearly 27% since late July, well ahead of the nearly flat VN-Index. The bank co-organized and was main sponsor of two BIGBANG concerts in Hanoi, which drew more than 50 million access visits to the ticketing platform, and then brought the group's Official Pop-up Store to its Flagship at 89 Láng Hạ, where thousands of fans queued from 3-4 a.m. The article cites KB Kookmin Bank's partnership with Aespa since 2021 and UOB's use of Taylor Swift's The Eras Tour, and notes that 91 of the world's 100 most valuable bank brands sponsor sports, per Brand Finance Banking 500 2025. It says these moves turn customer experiences into a competitive advantage.