How the ASEAN Hyundai Cup™ Is Bringing Southeast Asia Together Through Football
4 minute read
August 14, 2026
The ASEAN Hyundai Cup™, title-sponsored by Hyundai Motor, officially kicked off
on July 24, marking the start of Southeast Asia’s biggest football celebration. As part of its growing global football portfolio alongside FIFA and CONMEBOL, Hyundai is connecting with millions of fans through the tournament, celebrating the passion, unity, and sense of belonging that sport inspires across communities.
The Stage Is Set for the 2026 ASEAN Hyundai Cup™
Now in its 30th year anniversary, the ASEAN Hyundai Cup™ remains Southeast Asia’s premier football tournament. Bringing together 11 ASEAN Member Associations, the competition opens with Cambodia hosting Singapore before continuing across the region in a home-and-away format. As Southeast Asia’s biggest football event returns, millions of fans will once again come together to celebrate the passion, pride, and excitement that make the beautiful game so special.
More Than a
Tournament, a Shared Passion
Football has a unique ability to bring people together, and nowhere is that spirit more evident than across Southeast Asia. Home to some of the world’s most passionate football fans, the region’s love for the game strengthens communities and unites millions of people across language, cultures, and generations. That spirit of connection is what makes the ASEAN Hyundai Cup™ such a meaningful partnership for Hyundai Motor. As the tournament gets underway, Hyundai is proud to begin a new chapter as the competition's first-ever title sponsor.
For Hyundai, this is more than the start of a partnership. It marks the beginning of a shared journey with one of the world’s most devoted football communities. Building on its global football partnerships with FIFA and CONMEBOL, Hyundai is expanding its support for the sport while creating new opportunities to connect with fans wherever their love for the game takes them.
Football Brings Communities Together
At Hyundai, mobility has always been about more than getting from one place to another. It’s about bringing people closer—to places, opportunities, and, above all, to one another. Football has the same power. A single match can unite entire cities. A shared chant can transcend borders. And a tournament can create memories that last long after the final whistle. That shared belief is what makes the ASEAN Hyundai Cup™ a natural partnership for Hyundai.
The ASEAN Hyundai Cup™ forms part of Hyundai Motor's broader partnership with the ASEAN Football Federation (AFF). Through 2028, Hyundai will support four tournaments under the ASEAN United FC portfolio, serving as Title Partner of the ASEAN Championship and Presenting Partner of the ASEAN Club Championship, ASEAN Women's Championship, and ASEAN U-23 Championship.
The partnership reflects Hyundai's commitment to supporting football at every level while creating meaningful experiences for fans across the region. It also reinforces the company's belief in sport’s ability to inspire people, strengthen communities, and foster connections across cultures.
The ASEAN Hyundai Cup™ also reflects Hyundai’s long-term investment in Southeast Asia. As one of the world's most vibrant and rapidly evolving regions, ASEAN represents an important opportunity for future growth while providing a platform for Hyundai to strengthen its presence and deepen connections with communities across the region.
Celebrating Football Beyond the Pitch
The journey doesn’t end when the final whistle blows. As title partner, Hyundai is creating experiences that extend beyond the competition itself, from immersive fan activations to celebrating local football culture across Southeast Asia.
Campaign Film
On July 7, Hyundai unveiled the official ASEAN Hyundai Cup™ campaign film, highlighting football’s power to unite people and cultures across Southeast Asia. Featuring Hyundai’s key ASEAN models—the STARGAZER, CRETA, and SANTA FE—the film celebrates football's ability to bring people together across Southeast Asia.
Dikha Collaboration
Hyundai is also partnering with Rayyan Arkan Dikha to spotlight the values of unity, trust, and teamwork that lie at the heart of the campaign. His iconic boat-race cheering performance, at Indonesia’s traditional Pacu Jalur festival, inspired hundreds of millions of social media views and memes around the world.
This journey from local tradition to global recognition shows how authentic local stories can resonate far beyond their origins. The collaboration also celebrates the vibrant spirit of ASEAN’s younger generation while highlighting the connections that bring communities together.
Bringing Fans Closer to the Game
Trophy Tour
The ASEAN Hyundai Cup™ Trophy Tour kicked off at the Bangkok International Motor Show in March before traveling to Malaysia, Vietnam, and Indonesia. Hosted alongside major motor shows across the region, the tour gave visitors the chance to see the trophy up close, engage with Hyundai and build excitement ahead of the tournament. At the opening ceremony, ASEAN football legends Kouch Sokumpheak and Nuth Sony arrived at the stadium in a Hyundai PALISADE, transporting the championship trophy onto the pitch to mark the start of the tournament.
Sticker Campaign
Fans across the region will also be able to take part in a sticker campaign celebrating their national teams. Inspired by the unique cultures and passionate support of each Southeast Asian nation, the stickers allow fans to personalize their vehicles and proudly show their support throughout the tournament. They will be available through dealerships and event activations across ASEAN.
Test Drives
To celebrate the tournament, Hyundai will also host test-drive events across six ASEAN markets: Indonesia, Vietnam, the Philippines, Malaysia, Singapore, and Thailand. Participants will be able to enter a lucky draw, with selected winners receiving exclusive invitations to tournament matches. The program also provides an opportunity for Hyundai to connect with potential customers while gathering valuable consumer insights.
Ongoing Activations
Throughout the tournament, Hyundai will continue bringing fans closer to the action through initiatives such as Player of the Match, Final Score, and Hyundai Moves of the Week, to spotlight standout performances and memorable moments from every match.
Through its Kids Escort Program, young fans will also have the opportunity to walk onto the pitch alongside their football heroes, for an unforgettable experience that can inspire their future.
Driving ASEAN as One
As the ASEAN Hyundai Cup™ unfolds, Hyundai looks forward to celebrating every goal, every victory, and every unforgettable moment alongside millions of fans across Southeast Asia.
As the tournament's first-ever title sponsor, Hyundai is proud to support a competition that reflects the region's love of football and brings fans together through unforgettable shared experiences.
Throughout the tournament, Hyundai hopes to help create moments that celebrate the spirit of the game and strengthen the bonds it inspires across Southeast Asia.
While football may be played on the pitch, its true impact is felt through the connections it creates, and Hyundai is proud to be part of that story.