Hyundai is now the official sponsor of ASEAN’s top football tournament

If you’ve been following Southeast Asian football, you’ll be seeing a new name on the field. Hyundai Motor has been named the new title sponsor of Southeast Asia’s biggest football tournament, the AFF Championship, which will now be called the ASEAN Hyundai Cup. The deal was arranged through the AFF’s exclusive partner, SPORTFIVE.

Aside from the Hyundai Cup, the brand will also support three other football tournaments in the region: the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Cup, and the ASEAN U-23 Championship. These four events are now part of a group called ASEAN United FC. Hyundai Motor has been around since 1967 and operates in over 200 countries. The company is working on future mobility projects, including robotics, flying vehicles, and electric cars. Hyundai has also supported football around the world since 1999, starting with FIFA, and later the CONMEBOL Libertadores in Latin America.

This is Hyundai’s first football sponsorship in Southeast Asia. According to the company, this move helps build stronger ties with the region, especially as more people follow football in this part of the world. The last edition of the AFF Championship had 541.5 million viewers and 12.66 billion views on social media. Hyundai Motor Asia Pacific President Sunny Kim said football is a way to bring people together and create change. He mentioned that this sponsorship matches Hyundai’s focus on helping communities through education, inclusion, and programs like the Hyundai Kids Mobile Library, which turns an electric bus into a learning space for children.

AFF President Major General Khiev Sameth shared that the group is proud to welcome Hyundai as a strong partner in building football in Southeast Asia. He shared that this new step will help grow the game, bring fans together, and show the spirit of ASEAN on a bigger stage. SPORTFIVE Asia President and Chairman Seamus O’Brien explained that Hyundai’s support comes at a great time, with ASEAN becoming an important region for both football and car sales. He said the Hyundai Cup is expected to keep growing and help the company connect more with local fans and markets.

The news was shared at a press event in Jakarta with leaders from both AFF and Hyundai present. You can browse Hyundai’s full lineup now on AutoDeal.com.ph.