Hyundai Motor Becomes New Sponsor of the ASEAN Hyundai Cup™

The ASEAN Football Federation (AFF) today officially announced that the region’s most prestigious men’s national team football tournament – ​​the ASEAN Championship – will be renamed the ASEAN Hyundai Cup™, after Hyundai Motor – a global leader in comprehensive mobility solutions – became the official Title Sponsor.

The partnership, facilitated by SPORTFIVE, the exclusive commercial partner of the AFF, also marks Hyundai’s partnership with three other major tournaments in the region: the ASEAN Club Championship Shopee Cup™ , ASEAN Women’s MSIG Cup™ and the ASEAN U-23 Championship™ . Together with the ASEAN Hyundai Cup™, these tournaments will be brought together under the unified brand of ASEAN United FC – the region’s comprehensive football ecosystem.

Established in 1967, Hyundai Motor operates in over 200 countries and is committed to solving the global challenges of smart mobility. The company is transforming itself into a Smart Mobility Solution Provider, through its investments in robotics, Advanced Air Mobility, and zero-emission technologies such as hydrogen fuel cells and electric vehicles. With an eye to the future, football sponsorship has long been a key part of Hyundai’s global sports marketing and branding strategy – starting in 1999 with FIFA and expanding the scope of its partnership to become the official sponsor of CONMEBOL Libertadores in South America.

The ASEAN Hyundai Cup™ is the first time that Hyundai – a leading Korean corporation in the field of comprehensive transportation solutions – has officially accompanied Southeast Asian football, as part of its strategy to expand its influence in the region. Through the tournament, Hyundai hopes to increase its presence in key markets in the region, while further strengthening its connection with the passionate ASEAN football fan community. The 2024 season once again “stormed” when breaking all records with 541.5 million followers and 12.66 billion views on social media – affirming the number one position of football in Southeast Asia.

Mr. Sunny Kim, President of Hyundai Motor Asia Pacific Region , said:

“For Hyundai, football is more than just a sport – it is a bridge that connects communities and inspires. After more than 26 years of supporting global football, we have seen Southeast Asia as a place where the spirit of football thrives. This partnership reflects Hyundai’s ‘Step for Humanity’ vision – promotingeducation , inclusion and sustainable development.

As an extension of Hyundai in Southeast Asia, Hyundai Motor Asia Pacific is proud to introduce the “Move the Game” initiative through this partnership – demonstrating our commitment to empowering everyday changemakers and building the future of inclusive mobility.

Going beyond automotive technology innovation, Hyundai is always aiming for social value through programs such as the “Hyundai Kids Mobile Library” (an electric car converted into a learning space for children), where learning opportunities are linked to the future.

We are proud to accompany development – ​​not only on the pitch, but also in everyday life.”

Mr. Khiev Sameth, President of the ASEAN Football Federation (AFF) , said:

“On behalf of the ASEAN Football Federation and its Member Associations, we are extremely honoured to welcome Hyundai – a global leader in mobility and technological innovation, as well as a loyal and dedicated partner of football – as the Official Title Sponsor of the ASEAN Hyundai Cup™.

AFF always aims to elevate Southeast Asian football not only in terms of expertise but also in terms of organization, dissemination and community connection. And with the companionship of Hyundai, a partner with a vision and sustainable commitment to sports, we believe that the ASEAN Hyundai Cup™ will open a new chapter - more professional, more inspiring and more widely spread in the region as well as on the international level.

This is more than just a sporting event – ​​it is a convergence of the aspirations of the players, the passion of the fans and the identity of the Southeast Asian nations. Together, AFF and Hyundai will create an inspiring new journey for football in the region.”

Mr. Seamus O'Brien, President and Chairman of the Board of SPORTFIVE APAC , emphasized:

“Hyundai’s presence is a significant milestone in the journey to elevate Southeast Asian football – especially the ASEAN Championship – which boasts a record number of fans and spectators in the region. This timing is also strategic as ASEAN emerges as a significant global economic force.

The strong growth of ASEAN national teams goes hand in hand with the region’s growing importance as one of the world’s most dynamic automotive markets and manufacturing hubs. The ASEAN Hyundai Cup™ will be a launching pad for Hyundai to expand its influence, increase its market share in the region, and boost its position in the global sports industry.”

The press conference to announce the cooperation took place this morning in Jakarta (Indonesia) with the participation of AFF President – ​​Major General Khiev Sameth, AFF Secretary General – Mr. Winston Lee, President of Hyundai Motor Asia Pacific Region – Mr. Sunny Kim, General Director of SPORTFIVE – Mr. Stefan Felsing and Mr. Seamus O'Brien – President of SPORTFIVE APAC.

Source: https://thanhcong.vn/tin-tuc/hyundai-motor-tro-thanh-nha-tai-tro-moi-cua-giai-bong-da-vo-dich-cac-quoc-gia-dong-nam-a-asean-hyundai-cup.html