ASEAN Hyundai Cup™ 2026 Trophy Tour Kicks Off at Bangkok International Motor Show This Month

About SPORTFIVE

SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.

About the ASEAN Football Federation (AFF)

Headquartered in Kuala Lumpur, Malaysia, the AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA.  Founded in 1984, the AFF has 12 Member Associations – Australia, Brunei DS, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Timor-Leste and Vietnam.  The organisation administers football in Southeast Asia and manages its regional competitions which include the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™ and ASEAN U-23 Championship among others.

aseanfootball.org

The ASEAN Hyundai Cup™

Celebrating its 30th anniversary this year, the ASEAN Hyundai Cup™ is the jewel in the crown of ASEAN football as Southeast Asia's top international football tournament, with 11 ASEAN nations battling for regional supremacy on a biennial basis. Since its inception in 1996, it has grown from a two week-long centralised tournament into a competition that is played across every Southeast Asian country and major city over a four-week period.

Thailand are the competition's most successful team with seven titles, but they were denied an eighth championship in 2024 after they were beaten 5-3 on aggregate in the final by Vietnam, who claimed their third title. Singapore are the competition's second most successful team with four championships while Malaysia have lifted the trophy once in 2010.

The competition has grown from strength to strength with each edition, setting records both on and off the field, to seal its position as the region’s largest, most popular football event.  In 2024, it achieved a record 541.5 million viewers on television and digital streaming platforms while social media channels Facebook, Instagram, TikTok, YouTube and X registered 12.66 billion views of event-related videos.

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