What Sunrise Events Vietnam does

Sunrise Events Vietnam (SEV CO., LTD) is a Vietnamese private company founded in 2015 that organizes mass-participation endurance sports events across Vietnam. It serves individual athletes — from elite competitors to recreational runners, triathletes, and youth participants — as well as corporate sponsors, sports clubs, and city-level government authorities seeking to promote sports tourism. SEV holds the exclusive license from the World Triathlon Corporation to organize IRONMAN 70.3, 5150 Triathlon, and IRONKIDS events in Vietnam, and operates a portfolio that includes the Techcombank Ho Chi Minh City International Marathon, Techcombank Hanoi International Marathon, VinFast IRONMAN 70.3 Vietnam (Da Nang), BIM Group IRONMAN 70.3 Phu Quoc, SUNRISE SPRINT Vietnam, IRONKIDS Vietnam, and KIDS RUN.

The company's core technology footprint is operational rather than software-centric: it runs an online registration platform, an Ambassador Program with referral commissions, and an AI-marketed digital concierge called SEVConcierge that provides interactive course maps and event logistics support. Its business model combines three revenue streams — athlete registration fees (transaction fees), corporate sponsorship and naming-rights deals (advertising), and B2B corporate partnerships (team registrations, wellness programs) — anchored by title sponsors such as Techcombank, VinFast, BIM Group, and VNG, and supported by government partnerships in Da Nang, Hanoi, Ho Chi Minh City, and Kien Giang Province. The company is privately held, headquartered in Thu Duc City, Ho Chi Minh City, and operates solely within Vietnam.

Name

Sunrise Events Vietnam

Legal name

SEV CO., LTD

Website

https://sunriseevents.com.vn

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Events Vietnam (SEV) is a private Vietnamese event organizer and exclusive IRONMAN licensee that produces mass-participation marathons and triathlons across HCMC, Hanoi, Da Nang, and Phu Quoc for individual athletes, corporate sponsors, and city governments.

Ownership category

akta.pro rank

Product category

Endurance Sports Event Management

NAICS

Spectator Sports (71121), Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industry

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

Keywords

• Mass participation events
• Marathon event management
• Triathlon event organization
• Sports tourism services
• Endurance sports licensing

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Event Registration Fees: Revenue generated from athlete registration fees for participation in marathons, triathlons, and related events across various distance categories.
2. Sponsorship Revenue: Corporate sponsorship deals with title sponsors, naming rights partners, and supporting sponsors for event branding and marketing rights.
3. B2B Corporate Partnerships: Partnership arrangements with businesses for event participation, team registrations, and corporate wellness programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Sunrise Events Vietnam (SEV) organizes and operates mass participation endurance sports events across Vietnam, including international marathons in Ho Chi Minh City and Hanoi and IRONMAN 70.3 triathlon festivals in Da Nang and Phu Quoc. The company holds an exclusive license from the World Triathlon Corporation for IRONMAN events in Vietnam, serving both individual athletes through race registration and corporate clients through title and naming-rights sponsorships. SEV also offers supporting products such as the SEVConcierge AI race guide, the Ambassador Program, and the Newborns Vietnam charitable Run Out.

Product overview

Sunrise Events Vietnam (SEV) operates a comprehensive portfolio of mass participation sports events across Vietnam, functioning as a platform of distinct event brands. The core offerings include two international-standard marathons (Techcombank Ho Chi Minh City International Marathon and Techcombank Hanoi International Marathon), multiple IRONMAN 70.3 triathlon events (in Da Nang and Phu Quoc), sprint triathlon events (SUNRISE SPRINT Vietnam), and youth athletic programs (IRONKIDS Vietnam and KIDS RUN). Supporting the event ecosystem, SEV offers SEVConcierge—an AI-powered digital concierge for race preparation—and manages the Ambassador Program for community engagement. The company also operates the Newborns Vietnam Run Out as a charitable initiative. Together, these products form an integrated sports tourism ecosystem that serves participants from beginners to elite athletes, promoting sports tourism and healthy lifestyles across Vietnam.

Differentiator

Problem solved

Functional benefit

Brands

• SEV Concierge: AI-powered guide for athletes to prepare for race weekend, navigate logistics, explore interactive maps, and get answers to event questions.

Products and services

• Techcombank Ho Chi Minh City International Marathon An international-standard marathon held annually in Ho Chi Minh City featuring Marathon (42.195km), Half Marathon (21.1km), 10km, 5km, and KIDS RUN categories. The route passes iconic landmarks including Independence Palace, Notre Dame Cathedral, and Ho Chi Minh City Opera House, finishing at Empire City Waterfront.
• Techcombank Hanoi International Marathon An international marathon held in Vietnam's capital city featuring Marathon (42.195km), Half Marathon (21.1km), 10km, 5km, and KIDS RUN categories. The heritage route crosses five districts and passes 37+ cultural landmarks including Ho Chi Minh Mausoleum, Tran Quoc Pagoda, and Nhat Tan Bridge.
• VinFast IRONMAN 70.3 Vietnam Vietnam's largest multi-sport triathlon festival held in Da Nang, featuring a 1.9km swim, 90km bike ride, and 21.1km run, alongside SUNRISE SPRINT Vietnam and IRONKIDS Vietnam. Recognized as 2024 Asia Bucket List Race by ASIATRI and Southeast Asia's largest IRONMAN 70.3 event.
• BIM Group IRONMAN 70.3 Phu Quoc A triathlon event held at Phu Quoc Marina Integrated Resort Complex featuring a 1.9km ocean swim, 90km bike route, and 21.1km coastal run. Attracts athletes from 60+ countries and offers qualifying slots to IRONMAN 70.3 World Championships.
• SUNRISE SPRINT Vietnam A sprint-distance triathlon event featuring a 750m ocean swim, 20km bike ride, and 5km run along the coastal areas of Da Nang and Phu Quoc. Serves as a gateway event for newcomers to triathlon.
• IRONKIDS Vietnam Youth triathlon and aquathlon events designed for children aged 5-15, held within the VinFast IRONMAN 70.3 Vietnam and BIM Group IRONMAN 70.3 Phu Quoc multi-sport festivals. Features age-appropriate swim, bike, and run courses.
• KIDS RUN Children's running events held during Techcombank Hanoi and Ho Chi Minh City marathons, featuring 1.5km and 3km distances for young runners aged 5-14.
• SEVConcierge An AI-powered digital guide that helps athletes prepare for race weekend, navigate logistics, explore interactive course maps with 3D views and real-time overlays, access organizer-verified event information, and receive personalized recommendations for lodging, dining, and activities in Da Nang.
• Personalized Video Service A personalized video service for marathon participants that provides custom video content of their race experience at the Techcombank Hanoi International Marathon.

Quantifiable outcome

• Nearly 3,000 athletes participated in 2024 VinFast IRONMAN 70.3 Vietnam - Southeast Asia's largest
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, flagship and minor.

• IRONMAN Group (World Triathlon Corporation)coreStrategic or Co-development Partner · 10 May 2024Exclusive licensee of World Triathlon Corporation for organizing IRONMAN 70.3, 5150 Triathlon, and IRONKIDS events in Vietnam since 2015. IRONMAN Group provides event framework, global brand licensing, operational guidelines, and world championship qualification slots. The partnership enables SEV to deliver world-class endurance events under the globally recognized IRONMAN brand.
• TechcombankflagshipGTM or Marketing PartnerTitle sponsor for both Techcombank Ho Chi Minh City International Marathon and Techcombank Hanoi International Marathon. Partnership since 2017 spanning multiple years and editions. Techcombank is Vietnam's large joint-stock commercial bank seeking sports marketing exposure and community engagement.
• VinFastflagshipGTM or Marketing PartnerNaming rights sponsor for VinFast IRONMAN 70.3 Vietnam events in Da Nang. Multi-year partnership (second year of three-year collaboration as of 2024) promoting green and sustainable lifestyle within endurance racing community.
• BIM GroupflagshipGTM or Marketing PartnerNaming rights sponsor for BIM Group IRONMAN 70.3 Phu Quoc and BIM Group 5150 Phu Quoc events. BIM Group is a multi-sector conglomerate (Real Estate, Renewable Energy, Agriculture, Commercial Services) positioning Phu Quoc as sports tourism destination through Phu Quoc Marina Integrated Resort Complex venue hosting.
• VNGflagshipGTM or Marketing PartnerTitle sponsor for 2026 VNG IRONMAN Vietnam sports festival weekend. VNG is a leading Vietnamese technology company and former first corporate title sponsor of IRONMAN in Vietnam since day one.
• XTEPcoreGTM or Marketing PartnerExclusive apparel sponsor for marathon events. XTEP is a Hong Kong-listed Chinese sportswear brand with 30+ years history and stores across Asia including Vietnam.
• Phu Quoc Marina Integrated Resort Complex (BIM Group)coreStrategic or Co-development PartnerVenue provider for IRONMAN 70.3 Phu Quoc events. World-class resort and entertainment complex developed by BIM Group featuring Regent, InterContinental, and Sailing Club brands in the heart of Phu Quoc Island.
• Hyatt Regency Danang Resort and SpacoreStrategic or Co-development PartnerVenue host for IRONMAN 70.3 Vietnam finish line and festival area. Award-winning resort providing tropical backdrop for triathlon festivities and athlete celebration.
• Empire CitycoreStrategic or Co-development PartnerVenue sponsor for Techcombank Ho Chi Minh City International Marathon finish line at Empire City Waterfront since inaugural edition in 2017.
• Da Nang City Department of Culture & SportscoreStrategic or Co-development PartnerGovernment partner providing event direction, permitting, and city support for IRONMAN 70.3 Vietnam and other Da Nang events. Collaborative relationship spanning multiple editions.
• Hanoi Department of Culture and SportscoreStrategic or Co-development PartnerGovernment partner for Techcombank Hanoi International Marathon. Event recognized as one of key sporting events by Hanoi People's Committee including 70th Anniversary of Hanoi's Liberation (2024) and 80th Anniversary of August Revolution (2025).
• Ho Chi Minh City Department of Culture and SportscoreStrategic or Co-development PartnerGovernment partner for Techcombank Ho Chi Minh City International Marathon. Event featured as highlight of Ho Chi Minh City Tourism Week under 'Vibrant Fest' theme.
• Kien Giang Province Department of Culture and SportscoreStrategic or Co-development PartnerGovernment partner for BIM Group IRONMAN 70.3 Phu Quoc. Supporting sports tourism development and community engagement initiatives.
• Newborns VietnamminorStrategic or Co-development PartnerCharity partner raising awareness for newborns needing life-saving care. Newborns Vietnam Run Out integrated into IRONMAN event weekends. Charity initiative expanding from supporting 1 hospital in 2015 to 65 hospitals in 35 provinces by 2023.
• Operation Smile VietnamminorStrategic or Co-development PartnerCharity partner serving Vietnamese children for nearly 35 years, focusing on children with facial deformities. Partnership promoting involvement creates changes message.
• Mark Allen (Six-time IRONMAN World Champion)minorOthersLegendary triathlete and six-time IRONMAN World Champion inspiring athletes at IRONMAN 70.3 Phu Quoc 2024. Sharing experiences and inspiring next generation of triathletes.
• Magic Stride Running AcademyminorImplementation/ SI/ Consulting PartnerStrategic training partner providing complimentary Athlete Training Program for Techcombank Hanoi International Marathon participants preparing for Marathon (42.195KM) and Half Marathon (21.1KM) distances.
• Mass Participation World (MPW)minorStrategic or Co-development PartnerInternational conference bringing industry experts including MPW Founder Chris Robb, Global Sustainable Sport CEO Mike Laflin, and World Athletics Health and Science Director Dr. Stephan Bermon to Techcombank Ho Chi Minh City Marathon 2024.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• World Triathlon: International governing body for triathlon that sanctions and oversees IRONMAN-licensee activity globally; relevant peer given SEV's license dependency and the championship-qualification pathways embedded in its events.
• ASO (Amaury Sport Organisation): World's largest mass participation event organizer (Paris Marathon, Tour de France, Schneider Electric Marathon de Paris); directly comparable business model of owning flagship sports brands and monetizing through registration, sponsorship, and media.
• Rock 'n' Roll Marathon Series: Global mass-participation marathon series owned by The IRONMAN Group, with comparable city-based race portfolio, festival-style event experience, and title-sponsor-driven economics.

Others

• Mass Participation World: Global industry association for mass participation event organizers (event organizer of the MPW conference that SEV partnered with at the 2024 HCMC Marathon); comparable in business model focus on the endurance/sport tourism ecosystem.

Direct peers

• Challenge Family: Global long-distance triathlon series (Challenge Roth, Challenge Wanaka, etc.) operating mass-participation triathlon events with comparable sponsorship and athlete-economics models to SEV's IRONMAN 70.3 portfolio.
• Great Run: UK mass-participation race organizer (Great North Run, Great Manchester Run); comparable multi-event portfolio model, mass registration volumes, and corporate partnership monetization.
• IRONMAN Group (World Triathlon Corporation): Global operator of the IRONMAN brand and SEV's exclusive licensor; runs IRONMAN and IRONMAN 70.3 events worldwide, providing direct comparability on event operations, sponsorship economics, and athlete community building.
• Laguna Phuket Triathlon: One of Asia's most established destination triathlons, comparable to SEV's IRONMAN 70.3 events in terms of resort-anchored sports tourism positioning, international athlete draw, and multi-distance (sprint/standard) format.

Regional players

• Standard Chartered Marathon Singapore: Flagship Southeast Asian city marathon with a comparable international-standard distance format, large international athlete base, and title-sponsor-driven revenue model; the closest regional comparison to SEV's Techcombank HCMC and Hanoi marathons.
• Bangkok Marathon (BGTC Marathon): Long-running Southeast Asian marathon event with a comparable international-distance format and similar sponsor/title-partner structure, serving as a regional benchmark for mass participation road racing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SunriseEventsVietnam
• LinkedInlinkedin.com/company/sunriseeventsvietnam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrise Events Vietnam