At the end of the 2026 World Cup, Rupert Smith - Communications Director at Newsworks - wrote an article about the press and media being the "lively heart" of the tournament. In it, he assessed that the press has glorified England by reporting on the World Cup. Although he only assessed the media of the foggy country, he can also draw a few highlights that Vietnamese press studies and learns about how to report on events and tournaments - such as the upcoming ASEAN Cup 2026 that the Vietnamese national team will compete in.
Accordingly, the first thing to do is to build a multi-platform content ecosystem. Instead of just focusing on text narrations or regular news points, editorial offices need to cover the information consumption journey of readers 24/7. That is Audio, a Podcast, to expand discussion and in-depth analysis sections to reach audiences listening to news when traveling and working. It is a short video to maximize TikTok and Reels to bring real-time atmosphere from the stands, fan zone, and locker room to readers.
Next is the innovation of storytelling and interaction art. Sports reporting is not just about "who wins, who loses, who scores", but needs to create a new perspective and bring emotional experiences.
Unique technology & format application, through the ability to experiment with combining biological data, interactive charts, or quick video explanations of legal and tactical disputes.
Exploiting the depth of people through behind-the-scenes stories, side stories, player psychology and fan experiences to connect stronger emotions.
Let's become the center of the cultural flow. The press should not turn itself into a passive "match update board", because sports applications or social networks can do it very quickly. The editorial office needs to play the role of a reputable information environment, orienting cultural and social perspectives around the tournament.
Building a loyal fan community will help the press become a reliable destination whenever there is a major sporting event, while expanding commercial value through effective connections between brands and readers.
