ASEAN Hyundai Cup™ 2026 kicks off and brings fans closer to the game

As football fans around the world wrap up the excitement of the recent global tournament, the spotlight now turns to Southeast Asia as the ASEAN Hyundai Cup™ 2026, taking place from 24 July to 26 August 2026, kicked off. As the tournament’s Title Partner, Hyundai is inviting millions of fans across the region to continue football excitement through its “Driving ASEAN as One” campaign, bringing communities together both on and off the pitch.

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Football has always been more than just a sport in Southeast Asia, it is a shared passion that transcends borders, languages, and cultures. Whether cheering from packed stadiums, gathering with friends and family, or supporting from home, the game continues to unite millions across the region.

“The end of one global football tournament marks the beginning of another exciting chapter for Southeast Asia,” said Faraz Shamsi, Executive Marketing Director, Hyundai Motor Asia Pacific. “The ASEAN Hyundai Cup™ represents the passion and unity that make football so special across our region. Through our ‘Driving ASEAN as One’ campaign, Hyundai is proud to help create memorable experiences that connect fans and celebrate the spirit of ASEAN.”

Bringing Fans Closer Than Ever

Leading up to the tournament, Hyundai has already connected thousands of supporters through the ASEAN Hyundai Cup™ Trophy Tour, giving fans across the region the opportunity to see the coveted championship trophy before the first whistle. As the tournament begins, Hyundai continues to engage fans through a series of experiences across ASEAN, including community activations celebrating football culture, customer engagements at participating Hyundai dealerships, and Kids Escort activities which gives young football enthusiasts from local communities the unforgettable opportunity to walk onto the pitch alongside their football heroes before kick-off.

Together, these initiatives are designed to transform the tournament into more than just 90 minutes of football, creating memorable moments that connect communities throughout the competition.

More Than a Tournament

For Hyundai, the ASEAN Hyundai Cup™ is more than a sponsorship. It reflects the company’s long-term commitment to Southeast Asia and its belief that mobility and sport have the power to bring people together. Under the campaign “Driving ASEAN as One,” Hyundai continues to support meaningful experiences that strengthen regional connections while celebrating the diversity, passion, and unity that define ASEAN.

As the tournament begins, Hyundai invites football fans across Southeast Asia to rally behind their national teams and celebrate every goal, every cheer, and every unforgettable moment, together.