53 Beauty Queens on the Pitch: A PR Stunt or a Signal for a New Era of Vietnamese Football?

That afternoon at the national stadium, I witnessed a strange sight: 53 beauties dressed in red flag shirts with yellow stars sitting closely together in the stands, amidst a sea of screaming fans. No, this was not an outdoor fashion show. This was the 2026/26 National Super Cup – THACO Cup, where only football moves and tactics were supposed to exist, yet suddenly became a stage. I wondered: what is really happening with Vietnamese football when the line between elite sport and entertainment is increasingly blurred? The appearance of the Miss Vietnam 2026 contestants at the match between Hanoi Police FC and Ho Chi Minh City Police FC was not just a casual exchange event. According to information from the organizing committee, the beauties had a meeting with the coaching staff and players of both teams at the pre-match press conference on August 27. Images of the girls chatting and taking photos with stars like Quang Hai, Tien Linh, Thanh Binh, Ngo Dang Khoa, or Patrik Le Giang immediately created a storm on social media. But behind those smiles and camera flashes, there is a much bigger story about the development strategy of Vietnamese football. Let's look at the data. In the era of digitalization, each social media post by a famous player can reach millions of people. But this combination of football and beauty is not simply about increasing engagement. Based on my years of observing Vietnamese football, this is a deliberate strategy by the sponsor and tournament organizers to expand the audience base. Bringing 53 beauties into the center of the most important sporting event of the season sends a clear message: football is no longer a playground reserved only for men. The interesting thing is the public's reaction. Instead of criticizing the mix of sport and entertainment, most fans expressed excitement. The girls wearing red flag shirts with yellow stars not only showed their support but also created a special festive atmosphere. One contestant shared that this was the "most memorable experience" of her life at a sporting event. This enthusiasm shows great potential: if properly exploited, the combination of football and other cultural-entertainment values could be the key to taking V.League to new heights. But I cannot help but think of another hidden angle to this story. While all eyes were on the beauties, the actual match on the field was almost forgotten. No one mentioned tactics, no one analyzed the playing style. This raises a big question: are we prioritizing image over substance? Data from major leagues around the world shows that focusing too much on peripheral elements can reduce the professional quality of the league. There have been matches in the English Championship or La Liga that were negatively affected by too many peripheral activities. However, from a strategic perspective, I believe this is a smart move for Vietnamese football. In a context where Asian leagues are fiercely competing to attract the attention of global fans, creating "viral moments" like this is extremely necessary. Look at how the Thai or Malaysian leagues are developing – they are not afraid to combine sport with music, fashion, and popular cultural trends to create their own appeal. Vietnam is on the right track by starting to experiment with these models. But there is one thing I believe the organizers need to pay attention to: balance. During my years of following international tournaments, I have noticed that the most successful football nations are those that know how to keep peripheral activities from ever overshadowing the core value of the match. The appearance of the beauties is an interesting highlight, but if this becomes routine and overwhelms the professional atmosphere of the league, it could backfire. I remember once the data told me: the sustainability of a league does not come from momentary gimmicks, but from the quality of top-class matches every weekend. Returning to our story, this event also carries a deeper social significance. The fact that young women, representing the beauty and intelligence of modern Vietnamese women, sat in the stands cheering for the team has broken the stereotype that football is only for men. This could inspire many other young women to come to the stadium, creating a more diverse and richer fan community. This is a value that no tactic or goal can bring. For the players, participating in such exchange activities also has certain positive effects. Stars like Quang Hai or Tien Linh are not just players but also cultural icons. Their friendly, open appearance alongside the beauties helps build a more approachable image in the public eye. Patrik Le Giang, in particular, gained even more attention after publicly displaying affection with MC Hoang Oanh. The personal lives of players becoming topics of social media discussion is a double-edged sword: it can increase recognition but also create unnecessary pressure. From a media perspective, this event is a typical example of how Vietnamese football is learning from modern entertainment models. No longer dry tactical reports, but multi-dimensional stories about people, emotions, and connections. This not only helps increase television viewership but also opens up many new commercial opportunities. Sponsor THACO certainly calculated carefully when agreeing to sponsor an event featuring both major "brands" – football and beauty. However, I still have some doubts. Will this attention last? Will viewers return to regular V.League matches after the beauties leave? Experience from other markets shows that media stunts only have short-term effects. What matters most is still the quality of the league. If V.League does not improve its professional quality, no matter how many beauties appear, they cannot retain the audience. There is one interesting detail I want to emphasize: this event took place in the context of Vietnamese football making remarkable strides. The fact that clubs like Hanoi Police FC recruited top stars like Quang Hai shows serious investment in squad quality. The appearance of the beauty contestants at the Super Cup is proof that Vietnamese football is not only developing professionally but also focusing on brand building and expanding its influence. Finally, I want to look forward. If the combination of football and other cultural-entertainment values is executed systematically and intelligently, it could be the key to making V.League one of the most attractive leagues in Southeast Asia. But this requires patience and long-term vision from all stakeholders: organizers, sponsors, clubs, and fans. And above all, we must not forget that no matter how many peripheral activities there are, the heart of football remains the top-class matches on the pitch. As I left the stadium that night, I suddenly realized that I had just witnessed a historic moment for Vietnamese football. Not because of the match score, but because of the way an entire football nation is learning to adapt to a new era. And perhaps, that is the most important thing we need to recognize: change is not something to be feared, but rather how we redefine the value of the beautiful game in a new context.