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3d ago

ASEAN Championship Renamed ASEAN Hyundai Cup in Major Sponsorship Deal

Hyundai Motor partners with the ASEAN Football Federation to elevate Southeast Asian football with a new title sponsorship and expanded regional support.

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This photo provided by Hyundai Motor Co. shows the company's corporate logo. (PHOTO NOT FOR SALE) (Yonhap)

Overview

  • The ASEAN Championship, Southeast Asia's premier men's football tournament, will be renamed the ASEAN Hyundai Cup starting in 2026 under a new sponsorship agreement with Hyundai Motor.
  • Hyundai Motor will also sponsor three other major ASEAN football tournaments: the ASEAN Club Championship Shopee Cup, the ASEAN Women's MSIG Serenity Cup, and the ASEAN U-23 Championship.
  • This sponsorship marks Hyundai's first major partnership with ASEAN football and aligns with its 'Progress for Humanity' vision, focusing on education, inclusion, and sustainable growth.
  • The partnership was announced on May 26, 2025, at Hyundai's Indonesia plant, reflecting the company's strategic focus on growth in Southeast Asia.
  • Previously known as the Tiger Cup, Suzuki Cup, and Mitsubishi Electric Cup, this is the fourth title change for the tournament due to sponsorship agreements.