On May 26, the ASEAN Football Federation (AFF) officially announced that the region’s most prestigious national team football tournament, the ASEAN Championship, will be renamed the ASEAN Hyundai Cup™, following Hyundai Motor’s acquisition of the title sponsorship rights.
The agreement also marks Hyundai’s partnership with three other major regional tournaments: the ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™, and ASEAN U-23 Championship™. Together with the ASEAN Hyundai Cup™, these tournaments will be unified under the ASEAN United FC brand, creating a comprehensive football ecosystem in the region.
Hyundai Motor and AFF representatives at the signing ceremony for the ASEAN Hyundai Cup
Football sponsorship has long been a key pillar of Hyundai’s global brand development and sports marketing strategy, beginning with its partnership with FIFA in 1999 and later expanding to become an official sponsor of the CONMEBOL Libertadores in South America.
The ASEAN Hyundai Cup™ marks Hyundai’s first official involvement with Southeast Asian football as part of its strategy to expand its presence in the region. Through this tournament, Hyundai aims to increase its market presence in key Southeast Asian markets while strengthening its connection with the region’s passionate football community. The 2024 season once again broke records with 541.5 million engagements and 12.66 billion views on social media, solidifying football’s number one spot in Southeast Asia.
“For Hyundai, football is more than just a sport – it’s a connector of communities and a source of inspiration,” said Mr. Sunny Kim, President of Hyundai Motor Asia-Pacific. “After more than 26 years of partnering with global football, we recognize that Southeast Asia is where the spirit of football thrives. This collaboration demonstrates Hyundai’s vision of ‘Progress for Humanity,’ promoting education, inclusivity, and sustainable development.”
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