Hyundai Motor Company announced that the ASEAN Hyundai Cup, Southeast Asia's largest football festival, kicked off on July 24 in Phnom Penh, Cambodia, at the Morodok Techo National Stadium.
Founded in 1996, the tournament has been renamed the ASEAN Hyundai Cup following Hyundai's first participation as a title sponsor this year. It is the most prestigious national football competition in Southeast Asia, held every two years, and in 2024, it recorded a cumulative viewership of over 540 million across TV and digital streaming platforms.
This year's tournament runs from July 24 to August 26, featuring intense competition among national teams from 11 ASEAN countries, including Vietnam, Indonesia, Thailand, and Malaysia, all vying for the championship.
Hyundai Motor recognizes football as a powerful platform that connects people and spreads positive values such as challenge, passion, and teamwork. The company has been actively sponsoring various tournaments and clubs.
Through global partnerships, including the FIFA World Cup and Copa Libertadores, Hyundai aims to promote the values of unity and solidarity in sports while providing customers with a unique brand experience and fulfilling its corporate social responsibility.
The sponsorship of the ASEAN Hyundai Cup is significant as it offers Hyundai a strategic opportunity to engage with the Southeast Asian football ecosystem. The company plans to resonate with local fans and convey a brand message that encompasses diverse countries and cultures.
To reflect this purpose, Hyundai is launching a promotional campaign and marketing program under the slogan 'Hyundai, Driving ASEAN as One.'
On digital channels, Hyundai will showcase content in collaboration with popular influencer Arkan Dika, symbolizing ASEAN's cheering culture and the energy of the younger generation. Following the release of a main film featuring Arkan Dika on July 7, additional social content featuring him will be distributed during the tournament. Arkan Dika previously generated millions of memes on global social media with his cheering performance at an Indonesian traditional boat race last year.
During the tournament, a participatory campaign will allow fans to decorate their personal vehicles with stickers. Free stickers reflecting the culture and enthusiasm of various Southeast Asian countries will be distributed to football fans at offline dealer networks and stadium fan booths. Vehicles adorned with these stickers are expected to serve as mobile platforms promoting the ASEAN Hyundai Cup.
Prior to the tournament's opening, a trophy tour visited major countries, including Thailand, Malaysia, Vietnam, and Indonesia, providing numerous fans with the opportunity to see the championship trophy up close. After the tournament's commencement, Hyundai is actively fulfilling its role as a title sponsor through various activities, including stadium branding, a kids' escort program, and broadcast graphic exposure.
During the tournament, Hyundai will offer various purchase promotions, including down payment support and special discounts for customers who buy vehicles. Additionally, events for group match viewings at dealer showrooms, official merchandise giveaways, and prize draws for opportunities to attend the finals will enhance customers' brand experience.
Meanwhile, Hyundai plans to officially sponsor a total of 10 tournaments, including club, U-23, and women's competitions organized by ASEAN UNITED FC, through 2028, including its participation as a title sponsor for the ASEAN Hyundai Cup.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.