Hyundai ASEAN football sponsorship has taken centre stage as the South Korean automaker partners with the ASEAN Football Federation. On Monday, Hyundai Motor Co. signed a major agreement at its Indonesia plant in Bekasi, West Java. The deal makes Hyundai the main sponsor of Southeast Asia’s leading men’s football tournament. Beginning in 2026, the tournament will be renamed the ASEAN Hyundai Cup. This marks a new era in Hyundai’s branding efforts across Southeast Asia.
Previously known as the ASEAN Championship, the tournament has changed names with past sponsors like Tiger, Suzuki and Mitsubishi Electric. However, Hyundai’s move signals a long-term vision for sports engagement in the region. Alongside the flagship ASEAN Hyundai Cup, Hyundai will sponsor three more tournaments through 2029. These include the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Serenity Cup and the ASEAN U-23 Championship. The Hyundai ASEAN football sponsorship highlights the company’s deepening commitment to the region’s sporting culture.
Hyundai began its global football journey by sponsoring the FIFA World Cup in 1999. Since then, it has supported various international competitions, most recently becoming an official partner of South America’s Copa Libertadores. The Hyundai ASEAN football sponsorship now brings that global momentum to one of the world’s fastest-growing football markets. By aligning with local and regional tournaments, Hyundai increases its visibility and brand loyalty across Southeast Asia. Sports fans are expected to welcome the change with growing enthusiasm.
To celebrate the new partnership, Hyundai also introduced the Hyundai Kids Mobile Library in Indonesia. This electric bus, transformed into a travelling library, represents the brand’s ongoing investment in community engagement. Hyundai believes this sponsorship fits into its larger mission of “Progress for Humanity.” According to Kim Sung-nam, head of Hyundai’s Southeast Asia division, the company aims to encourage sustainable growth through sport. The Hyundai ASEAN football sponsorship will also support a range of other grassroots initiatives.
Looking ahead, Hyundai plans to expand its presence through more than just logos and stadium signs. Instead, the company envisions long-term development tied to football and local communities. By backing men’s, women’s and youth tournaments, Hyundai addresses a wider range of fans and stakeholders. The Hyundai ASEAN football sponsorship, therefore, becomes more than a branding strategy—it reflects a deeper push for regional connection. Hyundai now blends business, sport and community into one powerful vision for Southeast Asia.
