ASEAN Football Federation (AFF) today unveiled Hyundai Motor as the new Title Partner of the region’s most prestigious men’s national team tournament, officially renamed the ASEAN Hyundai Cup.
This landmark sponsorship deal, brokered by AFF’s exclusive commercial partner SPORTFIVE, marks Hyundai’s first major partnership with ASEAN football and signals a transformative chapter for the sport in the region. The South Korean mobility giant, renowned for its global innovation and commitment to sustainable progress, will also serve as the Presenting Partner of three other elite tournaments under the new ASEAN United FC brand umbrella: ASEAN Club Championship Shopee Cup, ASEAN Women’s MSIG Cup, , ASEAN U-23 Championship.
The 2024 edition of ASEAN’s flagship tournament shattered all previous records, attracting a staggering 541.5 million viewers and 12.66 billion cumulative social media views – further solidifying the region’s passion and potential.
The official announcement was made at a high-profile press conference in Jakarta, attended by AFF President Major General Khiev Sameth, AFF General-Secretary Winston Lee, Hyundai Motor Asia Pacific President Sunny Kim, SPORTFIVE CEO Stefan Felsing, and SPORTFIVE Asia Chairman Seamus O’Brien.
Major General Khiev Sameth, President of AFF, hailed the partnership as a historic milestone:
“We are honoured to welcome Hyundai, a global symbol of excellence and innovation, as the Title Partner of the ASEAN Hyundai Cup™. Together, we will inspire generations, strengthen communities, and elevate ASEAN football to new heights on the global stage.”
Founded in 1967 and operating in over 200 countries, Hyundai Motor has long used football as a platform to drive global change and unity, with partnerships ranging from FIFA to CONMEBOL Libertadores.
Now, with a firm focus on Southeast Asia’s growth markets, Hyundai is committed to deepening its presence and engaging with ASEAN’s vibrant football community. The initiative aligns with the company’s “Progress for Humanity” mission, which combines technological innovation with impactful community outreach.
Mr. Sunny Kim, President of Hyundai Motor Asia Pacific, emphasized the brand’s purpose:
“Football is more than a sport — it’s a force for social good. With the Hyundai Cup™, we’re not just investing in football, we’re investing in the future of ASEAN. From electrification to education, our ambition is to empower the everyday changemakers of tomorrow.
Seamus O’Brien, President and Chairman of SPORTFIVE Asia Pacific, believes this partnership is a turning point:
“This is more than just a sponsorship — it’s a strategic alliance. The ASEAN Hyundai Cup™ is set to become a global showcase, reflecting the rising stature of Southeast Asian football and the region’s increasing importance in the world economy and automotive industry.”
“As ASEAN’s national teams gain global traction, so too will Hyundai’s market influence in this vital region. Together, we are building a legacy of sporting excellence and market leadership.”
This partnership launches ASEAN United FC, a collective identity for the region’s top competitions, with Hyundai at the forefront of driving regional unity, growth, and global recognition through sport.
Credit Photo : AFF
