The ASEAN Football Federation (AFF) has officially announced that Southeast Asia’s leading men’s national football tournament will now be known as the ASEAN Hyundai Cup, following a title sponsorship agreement with Hyundai Motor, a global leader in smart mobility solutions.
This partnership was facilitated by SPORTFIVE, the AFF’s exclusive commercial partner. In addition to title sponsorship of the ASEAN Hyundai Cup, Hyundai will serve as the Presenting Partner of three other key regional tournaments: the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Cup, and the ASEAN U-23 Championship. Collectively, these events will be presented under a unified banner known as ASEAN United FC.
Established in 1967, Hyundai Motor operates in over 200 countries and has been a long-time supporter of football through global partnerships. The company continues to evolve into a Smart Mobility Solution Provider by investing in robotics, Advanced Air Mobility, and zero-emission technologies including hydrogen fuel cells and electric vehicles. Hyundai’s football sponsorship journey began in 1999 with FIFA and later expanded to include the CONMEBOL Libertadores in Latin America.
This marks Hyundai’s first foray into ASEAN football, reflecting its strategic focus on Southeast Asia as a high-growth region. The 2024 edition of the region’s flagship tournament broke viewership records, drawing 541.5 million viewers and achieving 12.66 billion cumulative social media views.
Mr. Sunny Kim, President of Hyundai Motor Asia Pacific, stated:
“Football is more than a sport for Hyundai—it’s a platform for unity and empowerment. With over 26 years of global football partnerships, we see ASEAN as a region where the game thrives. Our involvement supports our vision of ‘Progress for Humanity’ by promoting education, inclusion, and sustainable development.”
He added that Hyundai Motor Asia Pacific is introducing the ‘Move the Game’ initiative through this sponsorship, aimed at empowering changemakers and advancing mobility solutions. This includes social impact projects like the Hyundai Kids Mobile Library—an electric bus converted into a mobile learning space for children—underscoring the company’s commitment to innovation and community development.
Major General Khiev Sameth, President of the AFF, said:
“On behalf of the ASEAN Football Federation and our Member Associations, we welcome Hyundai as Title Partner of the ASEAN Hyundai Cup. Hyundai’s global reputation for innovation and its dedication to the football community complement AFF’s mission to grow and elevate the sport across Southeast Asia. This partnership signifies a new chapter that will inspire future generations and showcase ASEAN’s spirit to a global audience.”
Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE, noted:
“Hyundai’s entry as title partner marks a transformative moment for ASEAN football. As the region grows in global relevance—both economically and in automotive innovation—this partnership strengthens Hyundai’s presence while enhancing the international stature of the ASEAN Hyundai Cup. We look forward to building on this momentum and helping both Hyundai and the tournament reach new heights.”
The announcement was made during a press conference in Jakarta, attended by AFF President Major General Khiev Sameth, AFF General-Secretary Mr. Winston Lee, Hyundai Motor Asia Pacific President Mr. Sunny Kim, and SPORTFIVE Asia President and Chairman Mr. Seamus O’Brien.
For more information about ASEAN United FC events, visit https://aseanutdfc.com or follow @aseanutdfc on Instagram, Facebook, TikTok, YouTube, X, and LinkedIn.
