Vietnamese athletes make money from personal brands: From the field to social networks

To become a good athlete or a famous content creator, each individual has to put in a lot of effort. And if they want to do both well at the same time, athletes need a whole support team.

INTERESTING STORY FROM THE ACTOR

If you need a vivid example of the difference between the image of an athlete when competing and on social media, look at swimmer Nguyen Thi Anh Vien. In two photos shared by her in early 2025, fans encountered contrasting images worth pondering. In 2015, the girl born in 1996 stood on stage, receiving the award at the Victory Cup with a bare face, simple hair, and a rather shy demeanor. 9 years later, also at the Victory Cup award gala, Anh Vien, who had retired at that time, appeared as a special guest, making everyone admire. She was radiant in an elegant white dress, carefully made up, and confident. That image is like a slice of her transformation journey: from a professional athlete to a content creator on social media.

Two completely different versions of Anh Vien, showing the huge difference between the stadium and social networks.

PHOTO: FBNV

Anh Vien's success on social media is not only based on her past achievements, but also on the process of building her image and creating a personal brand on digital platforms. She is a clear example of a "revolution" in changing her image. To be successful on social media, athletes, in addition to their existing reputation, must also rely on investment, a methodical strategy, and a suitable, professional, and combative support team.

Anh Vien used to be a name with almost no rivals in the green race of Southeast Asia. But when she stepped out of her peak athlete career, the halo of achievements was no longer there, she had to learn how to renew herself. With her initiative, and the support of the media management team, she gradually became an inspiration, building a personal channel with close, professional content.

Anh Vien has truly "transformed". From a shy girl who was afraid to communicate, she now appears on social networks with an extremely confident demeanor to share about her training methods, daily life... The posts are all invested in neat content, beautiful images, and have built a unique color, an element that brands today are especially looking for. Now, when mentioning Anh Vien, fans not only mention her illustrious achievements and records, but also the familiar, close saying: "It's easy, let Vien show you". Clearly, she is achieving certain success in building her personal brand on social networks.

It is not by chance that Anh Vien can "transform" so smoothly. It is all thanks to the media team behind her, the team that helps her shape her personal image message, control the content, maintain positivity and create a sustainable influence.

THE IMPORTANT ROLE OF THE CREW

In Vietnam, many young athletes are still handling everything themselves: from competing, practicing to answering the press, planning social media content, finding commercial partners... This makes it easy for them to lose focus on their expertise and have difficulty handling media crises. A professional media management team will help athletes plan a clear image strategy: from personal brand stories, core messages, to how to choose advertising contracts that match the values that athletes pursue. More importantly, they act as a "filter" to prevent athletes from being over-exploited or getting caught up in unnecessary scandals.

For many athletes like Anh Vien and Nguyen Hoang Duc, having a team behind them to support their communications helps them focus on their sports careers while ensuring their image is maintained consistently and positively. That is why they are not only loved for their expertise but also sought after by brands because of their trustworthy and inspiring image.

RISK LIMITATION

One obvious point in the journey "from the field to social media" is that many athletes do not anticipate image risks. An uncensored post, a misspoken comment, or even just an impromptu video ... can all become a media storm if not handled promptly. At this time, the manager not only has the responsibility of communication but also acts as an "image lawyer" to help the athlete maintain his or her reputation. And if the athlete accidentally makes a mistake in speaking, the team will handle the media crisis to minimize damage to image and reputation.

In major sports like Europe and the US, the role of the agent has been standardized very early. Cristiano Ronaldo has Jorge Mendes, Lionel Messi has his father and a powerful media team behind him. They not only take care of the competition contracts but also control all media, commercial activities, and image building of the athletes on a global scale. Every post, every appearance is planned methodically and in detail.

In Vietnam, this trend is also starting to gain attention. Some sports agents have begun to take on a dual role, both as contract negotiators and as personal brand builders for athletes. They work with photographers and media experts to create content for each social channel, ensuring consistency between the athlete’s image on the field and off.

Building a personal image for athletes is not simply about dressing well, speaking well, and taking lots of photos. It is a process that requires calculation, strategy, and perseverance. There will be times when athletes are exhausted by filming schedules, posting schedules, or the pressure to perform well on both the field and social media. But if you know how to balance and have the right support team, it will be a worthy journey. Because now, athletes are not just people competing to win medals. They are inspirations, storytellers, and symbols of a lifestyle, a generation, a country. And no one should have to go that journey alone. (to be continued)

Source: https://thanhnien.vn/vdv-viet-nam-kiem-tien-tu-thuong-hieu-ca-nhan-tu-san-dau-den-mang-xa-hoi-185250717184241527.htm