The ASEAN Football Federation has officially renamed Southeast Asia’s top men’s national football tournament the ASEAN Hyundai Cup™, following a new title sponsorship agreement with global mobility leader Hyundai Motor.
Alongside this flagship event, Hyundai will also serve as Presenting Partner for three other major tournaments—the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s MSIG Serenity Cup™, and the ASEAN U-23 Championship™—under the unified brand ASEAN United FC.
Hyundai’s move marks its first major football partnership in Southeast Asia as it looks to expand in key regional markets, building on a global sports sponsorship legacy that began with FIFA in 1999.
The partnership aligns with Hyundai’s broader transformation into a Smart Mobility Solution Provider, investing in cutting-edge areas like robotics, zero-emission tech, and Advanced Air Mobility.
The 2024 edition of the newly renamed Hyundai Cup™ broke records with a massive 541.5 million audience and 12.66 billion cumulative views on social media, underscoring the growing influence of ASEAN football.
