Hyundai Motor Named Title Partner of ASEAN’s Premier Football Tournament, Now Officially the ASEAN Hyundai Cup™
In a major announcement that underscores both a deepening corporate commitment to Southeast Asia and the growing international prominence of ASEAN football, the ASEAN Football Federation (AFF) has revealed that its flagship men’s national team tournament will now be officially known as the ASEAN Hyundai Cup™. This new naming comes as a result of a strategic partnership with Hyundai Motor, a global leader in smart mobility and innovation.
The multi-year agreement was facilitated by SPORTFIVE, the AFF’s exclusive commercial partner, and signals a transformative new era for football in the region. Alongside the Hyundai Cup™, Hyundai has also been named Presenting Partner of three additional top-tier regional football events: the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s MSIG Cup™, and the ASEAN U-23 Championship™. Together, these four premier competitions are now unified under the new brand identity ASEAN United FC—a bold initiative designed to elevate ASEAN football on the global stage.
A Strategic Commitment to Southeast Asia
Founded in 1967, Hyundai Motor Company is headquartered in South Korea and operates in more than 200 countries around the world. Renowned for its innovation in mobility, Hyundai has committed itself to leading the transition toward a sustainable, connected future through advanced investments in electric vehicles (EVs), hydrogen fuel cell technology, robotics, and advanced air mobility (AAM). In addition to its engineering achievements, Hyundai has long maintained a strong presence in global sports marketing, particularly in football.
Hyundai’s involvement with football began in 1999 through its sponsorship of FIFA, and over the years, the company has expanded its football portfolio to include high-profile partnerships such as its ongoing role as an official sponsor of CONMEBOL Libertadores, the top-tier club competition in Latin America. However, the ASEAN Hyundai Cup™ represents Hyundai’s first direct partnership with football in Southeast Asia—a move that strategically aligns with the company’s long-term vision for growth and engagement in the region.
Tapping Into ASEAN’s Football Passion
The decision to enter the ASEAN football scene is a calculated one. Southeast Asia is not only one of the fastest-growing economic regions globally, but also one of the most passionate about football. This passion is reflected in the performance of the AFF Championship, which in its most recent edition in 2024 broke records across the board—drawing a massive 541.5 million-strong audience and generating an astonishing 12.66 billion cumulative views on social media platforms.
For Hyundai, football is more than a sport—it is a powerful unifying force. “Football has always been a key pillar in our global brand strategy,” said Sunny Kim, President of Hyundai Motor Asia Pacific. “With over 26 years of global partnerships in football, we see ASEAN as a region where the spirit of the game truly thrives. This new sponsorship allows us to connect deeply with millions of fans and support the positive social values the sport represents.”
Kim emphasized that Hyundai’s vision of ‘Progress for Humanity’ is not limited to technological advancement. “This sponsorship isn’t just about visibility—it’s about impact. Through education, inclusion, and sustainability, we’re committed to uplifting communities. We believe in moving not just people, but lives forward.”
Beyond the Field: Hyundai’s Broader Social Mission
As part of the campaign surrounding the ASEAN Hyundai Cup™, Hyundai Motor Asia Pacific is also launching a new brand initiative called ‘Move the Game’. This campaign is designed to highlight and support local changemakers who are improving lives through sport and community development. Hyundai’s regional leadership sees this as a natural extension of their mission to empower the next generation and bring mobility to underserved communities.
A powerful example of this commitment is the Hyundai Kids Mobile Library, an EV bus repurposed as a mobile educational hub. This initiative brings books and digital learning tools to children in remote and underserved areas, reinforcing Hyundai’s belief that progress must include everyone, especially the next generation.
“Whether it’s on the pitch or in the classroom,aims to foster progress wherever possible,” Kim added. “We’re proud to support the development of both football and education in Southeast Asia.”
A Major Milestone for the ASEAN Football Federation
For the AFF, this partnership is a milestone moment. Major General Khiev Sameth, President of the ASEAN Football Federation, praised Hyundai’s entry into ASEAN football as a landmark development.
“On behalf of the AFF and our Member Associations, we are proud to welcome a global leader in mobility and a long-standing supporter of football—as the Title Partner of the ASEAN Hyundai Cup™,” said Sameth. “legacy of excellence and innovation aligns perfectly with our mission to grow and professionalize football across Southeast Asia.”
Sameth noted that the tournament represents far more than competition—it embodies the collective aspirations of the region’s players, fans, and national pride. “With support, we are poised to write an exciting new chapter that will inspire future generations, foster stronger communities, and proudly showcase the unique spirit of ASEAN football to the world.”
A Turning Point for ASEAN Football
According to Seamus O’Brien, President and Chairman of the Board (APAC) for SPORTFIVE, Hyundai’s entry into ASEAN football could be a catalyst for global recognition. involvement comes at a pivotal moment—not only for ASEAN football but also for the region as a rising global economic force,” O’Brien said.
He emphasized that the ASEAN Cup™ has the potential to transition from a regional powerhouse to an international spectacle. “With its unmatched audience engagement and emotional connection with fans, the tournament is ideally positioned for global expansion. And with backing, we believe the competition can reach new levels of professionalism, viewership, and international prestige.”
O’Brien added that the alignment between automotive ambitions in Southeast Asia and the growth of football is no coincidence. “Just as ASEAN is becoming a global hub for auto manufacturing and consumer markets, it is also establishing itself as a football force. strategic move to anchor its brand here makes perfect sense.”
Official Unveiling and Next Steps
The partnership was officially unveiled at a press conference in Jakarta, attended by key representatives from Hyundai, AFF, and SPORTFIVE. Attendees included Major General Khiev Sameth, AFF General Secretary Winston Lee, Hyundai’s Sunny Kim, and SPORTFIVE’s Seamus O’Brien.
Looking ahead, all four tournaments under the ASEAN United FC banner will benefit from enhanced branding, increased international media exposure, and new fan engagement initiatives, further elevating Southeast Asia’s profile in the global football community.
