JAKARTA - The ASEAN Football Federation (AFF) announced that the tournament of Southeast Asia's main men's national team and the biggest football event in the region will be named ASEAN Hyundai Cup, after partnering with Hyundai Motor.
Through a collaboration facilitated by AFF's exclusive commercial partner, SPORTFIVE, Hyundai is also the Main Partner for three other ASEAN big football championships: ASEAN Club Championship Shopee Cup, ASEAN Women's MSIG Cup, and ASEAN U-23 Championship, collectively known as ASEAN United FC.
Founded in 1967, Hyundai Motor operates in more than 200 countries and is committed to facing global mobility challenges while transforming into a Smart Mobility Solution Provider through investments in robotics, Advanced Air Mobility, and zero-emission technology such as hydrogen fuel cells and electric vehicle innovation. As part of this advanced vision, sponsorship in the world of football has been the core element of Hyundai's brand strategy since 1999 through its collaboration with FIFA and expanded by becoming the official sponsor of CONMEBOL Libertadores in Latin America.
The ASEAN Hyundai Cup is Hyundai's first collaboration with ASEAN football as a strategic step to target growth in Southeast Asia, as well as increase its presence in the main market of the region and strengthen its ties to the enthusiastic ASEAN football community.
The 2024 edition of the ASEAN flagship event set a record with a total audience of 541.5 million people and 12.66 billion cumulative broadcasts on social media channels.
Mr. Sunny Kim, President of Hyundai Motor Asia Pacific, said that football for Hyundai is more than just a sport, this is a platform that unites and empowers the community.
"With more than 26 years of global partnerships, we see ASEAN as an area where the spirit of football lives and develops. This sponsorship is in line with our vision, Progress for Humanity, which supports education, inclusion and sustainable growth," he said, Monday, May 26.
As part of Hyundai's regional efforts in Southeast Asia, Hyundai Motor Asia Pacific introduced the 'Move the Game' initiative, reflecting the company's commitment to empowering agents of daily change and shaping the future of mobility.
"Social initiatives such as the "Hyundai Kids Mobile Library" - electric buses that are converted into learning spaces for children - are a tangible manifestation of Hyundai's contribution to progress on and off the pitch," he added.
Major General Khiev Sameth, AFF President, stated, on behalf of the ASEAN Football Federation and its entire members, his party was honored to welcome Hyundai as ASEAN Hyundai Cup's main partner.
"Hyundai's commitment to the global football community is in line with AFF's mission to encourage the growth and development of football throughout Southeast Asia. Together with Hyundai, we are ready to write a new chapter that inspires future generations and strengthen our community," he explained.
BACA JUGA:
Hyundai's superior legacy and its immovable commitment to the global football community are perfectly aligned with the AFF's mission to drive the growth and development of football throughout Southeast Asia. The ASEAN Hyundai Cup embodies the highest aspirations of players, fans, and countries in the region. Together with Hyundai, we are ready to write an exciting new chapter, which will inspire future generations, strengthen our community, and proudly present ASEAN's infinite spirit to the world," explained Khiev Sameth.
Seamus O'Brien, President and Chair of the APAC SPORTFIVE Council, said Hyundai's partnership marked an important era for ASEAN football, especially in the evolution of the ASEAN Championship, a major event with unmatched audiences and fan bases in the region, becoming a major international event.
"This also happens at an important moment when global attention begins to shift to the emergence of ASEAN as an economic force. The revival of the ASEAN national team is in line with the increasingly important importance of this region as one of the most dynamic automotive markets and manufacturing centers in the world. ASEAN Hyundai Cup also supports Hyundai's strategy to develop Southeast Asia to become a major contributor in its global sales, while strengthening Hyundai's dominance in the global football world. We are excited to work closely with Hyundai and AFF to further improve the position of ASEAN Hyundai Cup, strengthen its status as a rating leader, and which is no less important, support Hyundai's ambition to achieve market leadership, "explained Seamus.
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