Hyundai Motor Becomes First Title Sponsor of Southeast Asia's Largest Football Tournament, 'ASEAN Hyundai Cup'

*This content was translated by AI.

The ASEAN Hyundai Cup™, the largest football tournament in Southeast Asia, officially kicked off on the 24th at Morodok Techo National Stadium in Phnom Penh, Cambodia, with Hyundai Motor participating as its first title sponsor.

Established in 1996, this tournament is the most prestigious national team football competition in Southeast Asia and is held biennially. Starting this year, with Hyundai Motor joining as the title sponsor, the official name of the event has been changed to 'ASEAN Hyundai Cup™'. From 2008 to 2020, it was known as the AFF Suzuki Cup, and from 2022 to 2024, it was called the AFF Mitsubishi Electric Cup. The tournament enjoys overwhelming popularity in Southeast Asia. The previous edition in 2024 recorded cumulative viewership of over 540 million across television and digital streaming platforms combined.

This year's tournament will run for approximately one month from July 24 to August 26, with national teams from all 11 ASEAN countries — Vietnam, Indonesia, Thailand, Malaysia, Cambodia, Singapore, and others — competing for the championship trophy. Hyundai Motor will launch marketing campaigns under the slogan 'Hyundai, Driving ASEAN as One' through this sponsorship.

On digital channels, the company will distribute social media content in collaboration with influencer Rayyan Arkan Dikha. Through offline dealer networks and fan booths at stadiums, free stickers reflecting the cheering culture and enthusiasm of each ASEAN country will be distributed to engage fans in a campaign where they can decorate their vehicles. Prior to the tournament opening, a trophy tour was held across key countries including Thailand, Malaysia, Vietnam, and Indonesia. During the event, stadium branding, kids' escort services, and exposure through broadcast graphics will take place.

Additionally, for customers purchasing vehicles during the tournament period, Hyundai Motor will offer down payment support, special discount promotions, group visits to dealer showrooms, official merchandise giveaways, and a lucky draw for tickets to watch the final match live. Starting with this ASEAN Hyundai Cup™, Hyundai Motor plans to officially sponsor a total of 10 tournaments through 2028, including club, U-23, and women's competitions organized by ASEAN UNITED FC. This marks Hyundai Motor's first participation as a title sponsor, and through this initiative, the company aims to expand its engagement with the Southeast Asian football ecosystem in earnest.

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*This content was translated by AI.