Hyundai powers up the football pitch in Southeast Asia
5 minute read
At Hyundai, we have always been passionate football fans. Our long-standing FIFA partnership and recent sponsorships, including the CONMEBOL Libertadores tournament, demonstrate our commitment to the fascination of football and its unifying powers. Now, we are taking things to new heights with our sponsorship of the ASEAN Championship, which will officially be known as the ASEAN Hyundai Cup™.
Introducing the Hyundai Cup™
As the ASEAN Football Federation (AFF)’s flagship tournament, the newly named ASEAN Hyundai Cup™ takes place every two years and brings together the best men's national
teams from Southeast Asia to compete for the coveted title. The event is hugely popular and the most-watched football tournament in the region. The 2024 championship exceeded previous viewer records with an audience of 54.1 million and overall view of 12.66 billion on social media channels.
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™.
Hyundai’s longstanding passion for football
We are dedicated football fans with a heritage of actively participating in the action, suspense, and pure emotion that every game promises. As one of FIFA’s longest-standing partners, we can look back on 26 years of cooperation, sponsorship, and countless unforgettable matches.
And we’re just getting started, like teaming up with South America's top club competition, CONMEBOL Libertadores, or strengthening our solid partnerships at the national team level with the Republic of Korea, Croatia, Austria, and the Czech Republic. Our ongoing collaboration with European clubs such as Atlético Madrid and Eintracht Frankfurt, along with our direct operation of one of the leading clubs in Asia, Jeonbuk Hyundai FC, further demonstrates our love for the game.
For us, each match is more than just a game – it is an opportunity to foster a sense of community among fans, organizations, and athletes. Our goal is to unite people through shared values, enthusiasm, and the collective passion that every football game represents.
We are honored to welcome Hyundai, a global leader in mobility innovation and a steadfast supporter of football as the Title Partner of the ASEAN Hyundai Cup™. President of AFF, Khiev Sameth
The beginning of a new partnership
The official announcement of the newly named ASEAN Hyundai Cup™ was made at a press conference held at Hyundai Motor Manufacturing Indonesia (HMMI) in Jakarta.
Additional highlights during the signing ceremony included the unveiling of the Hyundai Cup Trophy and the introduction of the all-electric Hyundai COUNTY bus, which brings clean energy to urban transportation.
Under the theme of “where learning moves, the game changes,” the EV bus – or the Hyundai Kids Mobile Library – is a learning experience that brings knowledge on the go. As children explore and play together, we aim to deliver a game-changing learning experience.
The ASEAN Hyundai Cup™ marks an exciting new chapter in our long history of promoting sporting events and their teams. Whether through our sponsorship of football, archery, or motorsports, we view every sport as a dynamic movement that celebrates the human spirit and the strong bonds of teamwork.
The official signing ceremony will be followed by various media initiatives and campaigns across ASEAN and through the Hyundai Cup. We invite everyone to stay tuned for more exciting news. Get your game on!
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