The ASEAN Football Federation has announced that Southeast Asia’s premier men’s national team tournament and the region’s top football event will be named the ASEAN Hyundai Cup™ after its new title partner Hyundai Motor, the global smart mobility leader.
Under the agreement concluded by the AFF’s exclusive commercial partner Sportfive, Hyundai is also a Presenting Partner of three other major ASEAN football championships – the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s MSIG Cup™ and ASEAN U-23 Championship™, which together with the Hyundai Cup™, are collectively branded ASRAN UNited FC.
Established in 1967, Hyundai Motor operates in over 200 countries and is dedicated to tackling global mobility challenges while transforming into a Smart Mobility Solution Provider through investments in robotics, Advance Air Mobility, and zero-emission technologies including hydrogen fuel cells and EV innovations.
As a part of this forward-looking vision, football sponsorship has been a core element of Hyundai’s brand and sports marketing strategy, beginning in 1999 with its partnership with FIFA and expanding by becoming the official sponsor for CONMEBOL Libertadores in Latin America.
Hyundai Cup™ is the South Korean mobility provider’s first partnership with ASEAN football as it strategically targets Southeast Asia for growth – increasing its presence in the region’s key markets and strengthening its connection with the passionate ASEAN football community. The 2024 edition of ASEAN’s flagship event once again smashed records with an audience of 541.5 million and cumulative views of 12.66 billion on social media channels.
“Football is more than a sport for Hyundai, it’s a platform that unites and empowers communities. With over 26 years of global partnerships, we see ASEAN as a region where football’s spirit thrives. This sponsorship aligns with our vision of ‘Progress for Humanity’ by supporting education, inclusion, and sustainable growth,” Sunny Kim, president of Hyundai Motor Asia Pacific said.
According to him, as the regional arm supporting Hyundai’s growth across Southeast Asia, Hyundai Motor Asia Pacific is proud to introduce ‘Move the Game’ through this sponsorship, reflecting their commitment to empowering everyday changemakers and shaping the future of mobility.
“Beyond automotive innovation, we strive to create social impact through initiatives such as the “Hyundai Kids Mobile Library”, an EV bus transformed into a learning space for children, uniting learning with opportunity. We proudly support progress both on and off the field.”
