The ASEAN Football Federation officially announced Monday the renaming of Southeast Asia’s flagship men’s national football tournament to the ASEAN Hyundai Cup, following a landmark partnership with global mobility leader Hyundai Motor.
The official announcement was made during a press conference in Jakarta, attended by top representatives from Hyundai, AFF, and SPORTFIVE, including AFF General Secretary Winston Lee, Hyundai Motor Asia Pacific President Sunny Kim, SPORTFIVE CEO Stefan Felsing, and SPORTFIVE Asia President Seamus O’Brien.
The agreement, brokered by the AFF’s exclusive commercial partner SPORTFIVE, marks Hyundai’s first foray into ASEAN football and includes presenting sponsorship rights for three other major regional tournaments: the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Cup, and the ASEAN U-23 Championship.
Collectively, these events will now operate under a unified banner, ASEAN United FC, reflecting a bold new chapter in regional football marketing and development.
Hyundai’s involvement comes at a time when Southeast Asian football is reaching new heights in popularity and commercial potential.
The 2024 edition of the regional championship recorded a staggering 541.5 million in total audience and over 12.66 billion views across social media platforms.
“Football is more than a sport for Hyundai — it’s a platform that unites and empowers communities,” said Kim.
“With over 26 years of global football 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.”
Kim added that Hyundai’s regional campaign, Move the Game, is central to the company’s broader commitment to innovation and social impact.
“Beyond automotive innovation, we strive to create meaningful social contributions. Initiatives like the Hyundai Kids Mobile Library — an EV bus converted into a learning space — demonstrate how we aim to unite learning with opportunity. We proudly support progress both on and off the field,” he said.
Sameth welcomed Hyundai as the new title sponsor and praised the company’s legacy of supporting global football.
“On behalf of the AFF and our Member Associations, we are honoured to welcome Hyundai, a global leader in mobility and innovation, as the Title Partner of the ASEAN Hyundai Cup,” Sameth said.
“Hyundai’s unwavering commitment to the global football community aligns perfectly with AFF’s mission to drive the growth and development of football across Southeast Asia.”
He added that the rebranded tournament “embodies the highest aspirations of our region’s players, fans, and nations,” and expressed confidence that the partnership would “inspire future generations, strengthen our communities, and proudly showcase the boundless spirit of ASEAN to the world.”
The partnership is also a key milestone for Hyundai’s strategic growth plans in the region. With operations in over 200 countries, the South Korean automotive giant sees ASEAN not just as a footballing hub but also as a dynamic market for automotive innovation, particularly in electric vehicles and hydrogen technologies.
O’Brien hailed the development as a defining moment for both football and business in the region.
“Hyundai’s partnership heralds an important era for ASEAN football,” O’Brien said. “It is particularly significant in the evolution of the ASEAN Championship — a powerhouse event with unrivalled audiences — into a truly international spectacle.”
