Its sponsorship deal was signed with the Vietnam Football Federation on Monday.
The deal will last for three years, from June 2020 to May 2023, but no specific funding has been disclosed.
This is an encouragement for Vietnamese football as it has been hit financially hard by COVID-19.
Football and coffee have one thing in common – popularity and conquest, Le Hoang Diep Thao, CEO of TNI Corporation, which owns King Coffee, said at the signing ceremony in Hanoi.
“Coffee is favored by the whole world while football is a sport loved by billions of people around the globe,” Thao said.
“Having watched Vietnam bravely play strong opponents, I see one thing in common between the Vietnamese teams and King Coffee: conquest.
“I desire to have Vietnamese coffee conquer international markets, the same as what Vietnamese football wants to do.”
|From left: Vietnam internationals Nguyen Tuan Anh, Nguyen Quang Hai, and Do Hung Dung are present at a ceremony to sign a sponsorship deal between King Coffee and the Vietnam Football Federation in Hanoi, May 25, 2020. Photo: Nam Khanh / Tuoi Tre
Thao added that she would extend the deal if all goes well.
South Korean coach Park Hang Seo’s men aim to defend their Southeast Asian trophy at a regional tournament late this year.
Vietnam struck gold in both men’s and women’s football at the 2019 Southeast Asian Games in the Philippines.
Park has been considered a sorcerer since he accepted the Vietnam job in late 2017.
In his coaching, Vietnam historically finished second at the under-23 Asian championship in January 2018, claimed the fourth-place of the Asian Games tournament in August 2019, made it to the quarters of the 2019 Asian Cup, and most remarkably, won the trophy of the ASEAN Football Federation (AFF) Cup in December last year.