Southeast Asia’s Premier Football Tournament 'ASEAN Hyundai Cup' Kicks Off with Hyundai Motor as Title Sponsor

First Participation as Title Sponsor of Southeast Asia’s Leading Mega Sports Event

The 'ASEAN Hyundai Cup', Southeast Asia's largest football festival and the first to be sponsored by Hyundai Motor Company as title sponsor, kicked off on the 24th (local time) at the Morodok Techo National Stadium in Phnom Penh, Cambodia.

Since its inception in 1996, this tournament adopted the new name ASEAN Hyundai Cup this year, coinciding with Hyundai Motor Company's first participation as title sponsor. Recognized as the most prestigious national football tournament in Southeast Asia for nearly 30 years, the event is held biennially. In the most recent 2024 tournament, the accumulated viewership surpassed 540 million via TV and digital streaming combined, cementing its status as a major mega sporting event representing Southeast Asia.

Hyundai Motor Company-sponsored Southeast Asia's most prestigious football tournament, the ASEAN Hyundai Cup™, has officially opened. Hyundai Motor Company

This year’s tournament will run for about a month, from July 24 to August 26, with national teams from all 11 ASEAN countries—including Vietnam, Indonesia, Thailand, and Malaysia—competing for the title.

According to Hyundai Motor Company, sponsoring the ASEAN Hyundai Cup is especially significant as it serves as a strategic opportunity to engage with the entire Southeast Asian football ecosystem. Hyundai aims to build rapport with regional fans through the continent’s premier football tournament while communicating its brand message that embraces diverse countries and cultures.

To reflect this vision, Hyundai Motor Company is rolling out promotional and marketing programs under the slogan, "Hyundai, Driving ASEAN as One."

To begin, on digital channels, Hyundai is unveiling content created in collaboration with Rayyan Arkan Dikha, a famous influencer who embodies ASEAN’s football fan culture and the energy of younger generations.

Additionally, during the tournament, a participatory campaign will be held where fans can decorate their cars with stickers. These stickers, reflecting the cultures and passionate support of each Southeast Asian country, will be distributed free of charge to football fans at Hyundai’s offline dealer networks and stadium fan booths.

Furthermore, ahead of the tournament’s opening, a trophy tour was conducted in major countries such as Thailand, Malaysia, Vietnam, and Indonesia, giving countless fans the opportunity to see the championship trophy up close.

Alongside the tournament, Hyundai will run a wide range of purchase promotions for customers who buy a vehicle during the event, including down payment support and special discounts. The company also plans to strengthen the brand experience by hosting group match-viewing events at dealer showrooms, giving out official merchandise, and offering fans the chance to attend the final through a prize draw.

A Hyundai Motor Company representative commented, "The ASEAN Hyundai Cup embodies the passion and unity that brings football fans across ASEAN together. We are honored to provide special experiences to fans through our 'Driving ASEAN as One' campaign and to contribute to celebrating the spirit of the ASEAN community."

In addition, Hyundai Motor Company plans to officially sponsor a total of 10 tournaments, including club, U-23, and women's competitions hosted by ASEAN UNITED FC, through 2028, beginning with this ASEAN Hyundai Cup title sponsorship.

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