Hyundai Motor is serving as the title sponsor of Southeast Asia's largest football tournament for the first time. Through the biennial competition, the company plans to expand its touchpoints with Southeast Asian consumers and raise its brand awareness.
Hyundai Motor (005380.KS) said on the 26th that the "ASEAN Hyundai Cup" opened at Morodok Techo National Stadium in Phnom Penh, Cambodia, on the 24th local time. National teams from 11 ASEAN countries, including Vietnam, Indonesia, Thailand and Malaysia, are competing in this year's tournament, which carries the "Hyundai Cup" name for the first time. Dubbed the "World Cup of Southeast Asia," the previous 2024 edition drew a cumulative viewership of more than 540 million across television and digital streaming combined.
Hyundai Motor assessed that the sponsorship will serve as strategic momentum in the Southeast Asian region. Through the region's most prestigious football tournament, the company expects to build rapport with local fans and spread a brand message that spans diverse countries and cultures. Reflecting this aim, Hyundai Motor is also rolling out promotional campaigns and marketing programs under the slogan "Hyundai, Driving ASEAN as One." In addition, the company plans to strengthen brand experience by offering various purchase promotions—such as down payment support and special discounts—to customers who buy vehicles during the tournament, along with group match-viewing events at dealer showrooms, official goods giveaways, and chances to watch the final in person through prize draws.
Meanwhile, the "defending champion" Vietnam national team, led by head coach Kim Sang-sik, scored a resounding 7-0 victory over Timor-Leste in the first match of Group A of the tournament's group stage, held at Chonburi Stadium in Thailand on the 24th.
