Hyundai Motor said on the 26th that the "ASEAN Hyundai Cup," a Southeast Asian soccer tournament it is sponsoring for the first time as title sponsor, opened on the 24th in Phnom Penh, Cambodia.
Launched in 1996, the tournament is a biennial flagship sports event in Southeast Asia and changed its name to the "ASEAN Hyundai Cup" this year with support from Hyundai Motor. The 2024 tournament recorded a cumulative audience of more than 540 million across TV and digital streaming.
This year's tournament runs through the 26th of next month and features national teams from 11 ASEAN countries, including Vietnam, Indonesia, Thailand and Malaysia. Hyundai Motor is rolling out various marketing initiatives under the slogan "Driving ASEAN as One."
First, during the tournament, it is running an interactive campaign in which fans decorate vehicles with support stickers. Before the tournament, it held a trophy tour across key countries. After the opening, it is continuing title sponsor activities such as stadium branding and a kids' escort program.
It also prepared a range of promotions for customers who purchase vehicles during the tournament period, including down payment support and special discounts, group showroom viewing events, official merchandise, and a finals viewing event.
Hyundai Motor plans to officially sponsor a total of 10 soccer tournaments organized by ASEAN United FC through 2028, including club competitions, under-23 (U-23), and women's tournaments.