Você precisa definir as cores de destaque. De :h :match
:mat[ch] {group} /{pattern}/
Define a pattern to highlight in the current window. It will
be highlighted with {group}. Example: >
:highlight MyGroup ctermbg=green guibg=green
:match MyGroup /TODO/
Então, algo assim:
:hi OpenTag guibg=green ctermbg=green
:hi CloseTag guibg=blue ctermbg=blue
:match OpenTag /<div>/
:2match CloseTag /<\/div>/