Hyundai celebrates ASEAN football with 2026 Hyundai Cup campaign

Hyundai is keeping the football fever alive in Southeast Asia as the ASEAN Hyundai Cup 2026 officially gets underway. Running from July 24 to August 26, the regional tournament marks the start of Hyundai's "Driving ASEAN as One" campaign, an initiative aimed at bringing football fans together across the region through a variety of community and customer-focused activities.

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Following the conclusion of the recent global football tournament, Hyundai is shifting its attention to Southeast Asia, where football continues to unite millions of fans regardless of nationality, language, or culture. As the title partner of the ASEAN Hyundai Cup 2026, the automaker is using the competition as a platform to celebrate the sport's ability to connect communities on and off the field.

“The end of one global football tournament marks the beginning of another exciting chapter for Southeast Asia. The ASEAN Hyundai Cup™ represents the passion and unity that make football so special across our region. Through our ‘Driving ASEAN as One’ campaign, Hyundai is proud to help create memorable experiences that connect fans and celebrate the spirit of ASEAN.”

Faraz Shamsi
Executive Marketing Director, Hyundai Motor Asia Pacific

Before the tournament kicked off, Hyundai toured the ASEAN Hyundai Cup trophy across several countries, giving fans the chance to see the championship prize up close. Throughout the competition, the brand will continue engaging supporters through football-themed community events, activities at participating Hyundai dealerships, and customer experiences across the region.

One of the highlights of the campaign is the Kids Escort program, which gives young football fans the opportunity to walk onto the pitch alongside players before kickoff. Hyundai says these initiatives are intended to make the tournament more than just a series of matches by creating lasting memories for fans and local communities.

The automaker says its involvement in the ASEAN Hyundai Cup extends beyond sponsorship. Through the "Driving ASEAN as One" campaign, Hyundai hopes to strengthen its connection with Southeast Asia by supporting experiences that promote unity, celebrate cultural diversity, and bring people together through both mobility and sport.

As the tournament continues through August, Hyundai is encouraging football fans across ASEAN to rally behind their national teams and enjoy another month of regional football action.