The 'ASEAN Hyundai Cup™,' Southeast Asia's largest football festival sponsored by Hyundai Motor (005380.KS) as title sponsor for the first time, opened at Morodok Techo National Stadium in Phnom Penh, Cambodia, on the 24th, the company said on the 26th.
Running under the ASEAN Hyundai Cup™ name until the 26th of next month this year, the tournament features national teams from 11 ASEAN countries, including Vietnam, Indonesia, Thailand, and Malaysia. At the previous 2024 tournament, cumulative viewership exceeded 540 million across TV and digital streaming, demonstrating its status as a mega sports event.
The sponsorship of the ASEAN Hyundai Cup™ carries significant meaning as it will serve as strategic momentum for Hyundai Motor to engage with the entire Southeast Asian football ecosystem. Through Southeast Asia's most prestigious football tournament, Hyundai Motor plans to build rapport with regional fans and spread a brand message that spans diverse countries and cultures.
Reflecting this purpose, Hyundai Motor is rolling out a promotional campaign and marketing programs under the slogan 'Hyundai, Driving ASEAN as One.'
On digital channels, the company will first showcase content in collaboration with famous influencer 'Arkan Dika,' who symbolizes ASEAN cheering culture and the energy of the younger generation. Last year, Arkan Dika generated hundreds of millions of memes on global social networks (SNS) with a cheering performance for a traditional Indonesian boat race. During the tournament, the company will also run a participatory campaign in which fans decorate their personal vehicles with stickers.
In addition, Hyundai Motor plans to operate various purchase promotions such as down-payment support and special discounts for customers who buy vehicles during the tournament period. It will also strengthen brand experiences through group match-viewing events at dealer showrooms, official goods giveaways, and chances to watch the final in person through prize drawings.
