Context: Read this piece as a record of how the market and the featured case were understood at the time. IMVN has preserved its original direction without presenting older names or figures as a current shortlist.
Social media has been changing the way we follow and interact with athletes. No longer just heroes on the field, they have also become sports KOLs – the “new” yet “old” stars on social media, with influence comparable to entertainment celebrities.
“New” and “Old” – Two Sides of Sports KOLs
- “Old”: The fact that sports KOLs are famous for their expertise and attract a large fan base has been around for a long time.
- “New”: They are using social media as a new channel to communicate with fans, build their personal brand, and increase their influence.
Why are Sports KOLs so “Hot”?
- Inspiration: They are role models for young people, embodying a healthy lifestyle, the spirit of overcoming challenges, and the pursuit of passion.
- Closeness to Fans: Social media allows them to share their daily lives, interact, and answer fan questions.
- Marketing Potential: They are the faces of many sports, fashion, and nutrition brands.
Prominent Sports KOLs in Vietnam
Nguyễn Quang Hải: A football star who made waves at the 2018 AFC U-23 Championship, with a huge fan base on Facebook and Instagram.
Thảo My – Thảo Vy: The twin sisters of the Vietnam women’s national basketball team, impressing with their talent and beauty.
Nguyễn Ánh Viên: The legendary “mermaid” of Vietnamese swimming, who has become a beloved TikToker after retiring.
Benefits of Becoming a Sports KOL:
- Increased Income: Through advertising contracts, event participation, etc.
- Personal Brand Building: Enhancing image and influence in the community.
- Connecting with Fans: Sharing passion for sports and inspiring young people.
Sports KOLs are an inevitable trend in the digital age. They are the “new” yet “old” stars, shining both on the field and on social media. The development of sports KOLs contributes to promoting sports movements and spreading positive values to the community.
A useful shortlist starts with the job the creator must do, not a follower threshold. The team should define the audience, desired action, evidence required in the content, and the context in which the creator will appear. Recent posts, comment quality, audience location, previous sponsorships, and the creator’s ability to work with a brief all deserve a closer look. This turns selection into an operating decision rather than a popularity contest.
Related: From the U23 phenomenon: Charting the course for building a sports KOL brand.
If your shortlist is growing but the decision is not getting clearer, IMVN can help define creator roles, verify audience fit, and turn the list into a workable campaign plan. Talk with the IMVN team about the market and outcome you are targeting.
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