SEOUL, May 26 (Bernama-Yonhap) -- Hyundai Motor Co has entered into a sponsorship agreement with the ASEAN Football Federation (AFF) to become the title sponsor of Southeast Asia’s leading men’s national football tournament starting in 2026, Yonhap news agency reported.
The agreement was signed at Hyundai’s manufacturing plant in Bekasi, West Java, Indonesia.
Under the deal, the biennial tournament will be renamed the ASEAN Hyundai Cup beginning in 2026, the company said Monday.
Previously known as the ASEAN Championship, the tournament has undergone several rebrandings in line with changing sponsorships.
It was formerly titled the Tiger Cup, Suzuki Cup, and most recently the Mitsubishi Electric Cup.
In addition to the ASEAN Hyundai Cup, Hyundai will also sponsor three other regional football competitions from 2025 to 2029.
These include the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Serenity Cup, and the ASEAN U-23 Championship.
Hyundai Motor began its involvement in global football sponsorship with the FIFA World Cup in 1999.
The company has since expanded its presence, most recently becoming an official partner of the Copa Libertadores, South America’s top-tier club competition.
To commemorate the launch of its new partnership with AFF, Hyundai also unveiled the Hyundai Kids Mobile Library -- an electric bus converted into a mobile library -- as part of its broader community engagement initiatives in Southeast Asia.
“This sponsorship is a meaningful step that aligns with Hyundai's vision of ‘Progress for Humanity’ and supports sustainable growth through sports partnerships,” said Kim Sung Nam, head of Hyundai Motor’s Southeast Asia business division.
“We will continue to promote positive change in Southeast Asia through diverse community-based initiatives,” he added.
-- BERNAMA-YONHAP
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