Hyundai becomes new title partner of ASEAN Championship

The ASEAN Football Federation (AFF) announced that Southeast Asia's premier men’s national team tournament and the region's top football event will now be known as the ASEAN Hyundai Cup after its new title partner, Hyundai.

Under the agreement concluded by SPORTFIVE, the AFF's exclusive commercial partner, Hyundai is also a Presenting Partner of three other major ASEAN football championships: The ASEAN Club Championship Shopee Cup, the ASEAN Women's MSIG Serenity Cup, and the ASEAN U-23 Championship, which together with the Hyundai Cup, are collectively branded ASEAN United FC.

This is Hyundai's first partnership with ASEAN football, and a strategic one, as it targets the region for growth by increasing its presence.

The announcement was made at a press conference in Jakarta, which was attended by the AFF President, Major General Khiev Sameth; and its General-Secretary, Mr Winston Lee; as well as Hyundai APAC President, Mr Sunny Kim; and President and Chairman of the Board of SPORTFIVE Asia, Mr Seamus O'Brien.

Mr Kim further emphasised that this partnership aligns with Hyundai APAC's vision of "Progress for Humanity" by supporting education, inclusion, and sustainable growth. In addition, Mr Kim stresses that beyond automotive innovation, Hyundai APAC strives to create social impact through initiatives such as the Hyundai Kids Mobile Library, which as an EV bus transformed into a learning space for children.