The ASEAN Football Federation has announced MSIG as the first-ever title partner of the region’s premier women’s football competition, now officially named the ASEAN MSIG Serenity Cup.
The MSIG Serenity Cup has a storied history dating back to 2004, with 12 previous editions showcasing the region’s top female footballing talents.
The competition has played a pivotal role in elevating ASEAN women’s football on the international stage, as evidenced by Thailand’s participation in the FIFA Women’s World Cup in 2015 and 2019, as well as the Philippines and Vietnam making their debut in 2023.
This year’s tournament promises to be more competitive than ever, with seven ASEAN teams — including defending champions Philippines, four-time winners Thailand, three-time winners Vietnam, Cambodia, Indonesia, Myanmar, and Singapore — vying for the title.
They will be joined by 2023 FIFA Women’s World Cup semi-finalists Australia, an AFF member nation, further raising the level of competition.
The teams will battle for the coveted ASEAN women’s championship and the newly unveiled MSIG Serenity Cup™ trophy, which symbolizes the tournament’s growing prestige.
“Football embodies the values we embrace — teamwork, passion, fair play, and resilience,” said CEO of MSIG Asia Clemens Philippi.
“This partnership highlights the power of sport to inspire and unite, and reflects MSIG’s commitment to gender equity. Through this collaboration, we celebrate the spirit of football and empower communities across ASEAN to dream big and achieve their goals.”
The tournament’s latest edition will feature defending champions Philippines alongside regional powerhouses Thailand and Vietnam, as well as Cambodia, Indonesia, Myanmar, Singapore, and Australia, a semi-finalist in the 2023 FIFA Women’s World Cup and an AFF member nation.
With the unveiling of a brand-new MSIG Serenity Cup trophy, the competition promises to be more prestigious than ever.
For MSIG, this partnership is part of a broader commitment to championing women’s sports and supporting sustainable growth in the region.
“Our goal through this partnership is clear: elevate women’s football in this region,” Philippi added. “This also aligns with our wider sustainability efforts, from supporting women athletes in Japan to delivering innovative solutions to vulnerable communities.”
The announcement follows AFF’s earlier deal with MSIG as the Official Insurance Partner for its major tournaments, including the ASEAN Mitsubishi Electric Cup 2024, the ASEAN Club Championship Shopee Cup, and the ASEAN U-23 Championship.
These competitions, including the MSIG Serenity Cup, will now collectively be branded under the umbrella of ASEAN United FC.
Major General Khiev Sameth, President of AFF, emphasized the significance of this partnership in propelling ASEAN women’s football to greater heights.
“Our collaboration with MSIG, a company that actively promotes gender equality, is founded on a shared vision to develop and advance ASEAN women’s football at all levels,” Sameth stated.
“This marks a transformative era for the women’s game in our region, inspiring current and future generations of female footballers.”
Ichiro Iwabuchi, President and CEO of BPI/MS Insurance Corporation, echoed this sentiment, particularly in relation to the Philippine team’s journey to success.
“The story of the Philippine Women’s National Football Team, winning against all odds, is very much like the story of our Filipino customers, who often face challenges that we help them overcome with our protection solutions. Through this partnership, we hope to reinforce the importance of preparation and resilience, ensuring that Filipino dreams continue to thrive.”
SPORTFIVE, AFF’s exclusive commercial partner, played a key role in securing this landmark deal.
Seamus O’Brien, President and Chairman of the Board for APAC at SPORTFIVE, emphasized the long-term impact of the partnership.
“We are pleased to have brought together AFF and MSIG, two parties with a common goal to reshape the future of women’s football in ASEAN,” he said.
“With the collective strengths and synergies of this collaboration, alongside SPORTFIVE’s global expertise in women’s football, we are confident that new opportunities will emerge for the sport to continue growing and thriving throughout the region.”
