Kuala Lumpur, 14th August 2024 – ADIDAS and the ASEAN Football Federation (AFF) have officially announced a landmark partnership, naming Adidas the Official Performance Partner for four major national team and club events under the AFF as ASEAN Mitsubishi Electric Cup 2024, the ASEAN Club Championship (Shopee Cup), the ASEAN Women’s Championship, and the ASEAN U23 Championship. These events will be collectively branded as ASEAN United FC. The collaboration, facilitated by the AFF’s exclusive commercial partner SPORTIVE, aims to deliver an unparalleled experience for both fans and players in the region.
This partnership will see adidas bringing its renowned expertise and commitment to innovation to these premier football tournaments, offering not only thrilling on-field action but also unforgettable off-field experiences. The partnership underscores adidas’ dedication to inclusivity in sports by providing official match balls, ball kids, and referee kits for all four tournaments.
Thibault Durand, Senior Vice President & General Manager for adidas South East Asia, expressed his excitement about the partnership: “We are thrilled to partner with the AFF, an organisation that shares adidas’ passion for developing the game of football in South East Asia. This partnership goes beyond the tournaments, and as partners, we are committed to inspiring the next generation of footballers and fans across the region while bringing more youth into sports.”
AFF President, Major General Khiev Sameth, highlighted the significance of this collaboration: “adidas is renowned throughout the world for their storied history in football and creating innovative partnerships. We are proud to partner with adidas to grow our beautiful game and each of our four marquee events. We also look forward to working with adidas and our Commercial Partner SPORTFIVE to develop unique engagement programmes to enhance fan experiences, celebrate our diversity, and continue strengthening the unity of our ASEAN community.”
Seamus O’Brien, President and Chairman of the Board at SPORTFIVE Asia, emphasized the impact of this partnership: “SPORTFIVE has enjoyed collaborating with adidas on football properties throughout the world for decades. We are now delighted to have formed this significant partnership between the AFF and adidas in ASEAN, one of the world’s fastest-growing consumer markets, where football is the number one sport. As Official Performance Partner, adidas brings the dynamic spirit of its brand and football expertise which will undoubtedly help to elevate ASEAN football from the grassroots to elite levels.”
The partnership was officially signed at a private ceremony at Sunway Resort Hotel, Kuala Lumpur, attended by key figures such as Thibault Durand, Major General Khiev Sameth, Winston Lee (General Secretary, AFF), Seamus O’Brien, and football icons Steffi Sidhu Kaur, Nicholas Swirad, Irfan Bachdim, and Safee Sali.
The 2024 editions of the official match balls for the Mitsubishi Electric Cup 2024 and Shopee Cup season 2024/25 were also unveiled at the event.
Credit Photo : ASEAN United FC
