Southeast Asia National Football Tournament Renamed "ASEAN Hyundai Cup"

Hyundai Motor Becomes Title Sponsor
of Southeast Asia's Premier Football Tournament

Hyundai Motor Company is strengthening its presence in the Southeast Asian market by becoming the official title sponsor of the most prestigious football tournament in the ASEAN region.

On May 26 (local time), Hyundai Motor held a signing ceremony with the ASEAN Football Federation (AFF) at its Indonesian plant (HMMI) located in the Deltamas Industrial Complex in Bekasi, Indonesia. Through this partnership, the official name of the Southeast Asia men's national football team tournament will be changed to the "ASEAN Hyundai Cup."

The signing ceremony was attended by Kim Seongnam, Head of Hyundai Motor Asia-Pacific Region, Khiev Sameth, President of the ASEAN Football Federation, Winston Lee, General Secretary of the ASEAN Football Federation, and Bambang Pamungkas, former Indonesian national football team player.

Hyundai Motor Company participated as the official title sponsor of the Southeast Asia men's national football team tournament. Announcing the official launch of the Hyundai Cup, Khiev Sameth, President of the Southeast Asian Football Federation, and Kim Seongnam, Head of Hyundai Motor Asia-Pacific Region, shake hands (from left in the photo). Photo by Hyundai Motor Company

The Southeast Asia men's national football team tournament, organized by the ASEAN Football Federation, is held every two years and is commonly referred to as the "ASEAN Championship." Major national teams from Southeast Asian countries, including Indonesia, Thailand, Vietnam, and Singapore, regularly participate in this tournament.

The official name of this tournament has changed depending on its sponsorship. Since its inception as the Tiger Cup in 1996, it has been known as the Suzuki Cup and the Mitsubishi Electric Cup, among others. With Hyundai Motor joining as the new title partner, the tournament will officially be called the Hyundai Cup for the two editions scheduled for 2026 and 2028.

In addition to the Hyundai Cup, Hyundai Motor will also sponsor three other major tournaments from 2025 to 2029 for four years: the ASEAN Club Championship Shopee Cup, the ASEAN Women's MSIG Serenity Cup, and the ASEAN U-23 Championship.

Since beginning its sponsorship of the FIFA World Cup in 1999, Hyundai Motor has gradually expanded its global football sponsorship portfolio. Most recently, the company became an official sponsor of the Copa Libertadores, the premier South American football club competition organized by the South American Football Confederation (CONMEBOL).

Kim Seongnam, Executive Vice President and Head of Hyundai Motor Asia-Pacific Region, stated, "This sponsorship is a meaningful step that supports sustainable growth based on sports partnerships. We will continue to drive positive change in the Southeast Asian region through various locally tailored activities."

Khiev Sameth, President of the ASEAN Football Federation, added, "Through this partnership with Hyundai Motor, we will be able to showcase ASEAN's tremendous potential and unity to the world."

This content was produced with the assistance of AI translation services.