Hyundai Motor Becomes Main Sponsor of AFF Cup.. To be Held as 'ASEAN Hyundai Cup' from 2026

【Jakarta (Indonesia)=Chitra Claudia Salsabila Correspondent】Hyundai Motor has become the new main sponsor of the Southeast Asian Football Federation (AFF). As a result, the name of the AFF Cup to be held in 2026 will be changed to 'ASEAN Hyundai Cup'. 
According to Hyundai Motor and local media on the 27th, Hyundai Motor held the official event of the 'ASEAN Hyundai Cup' at Hyundai Motor Indonesia Manufacturing (HMMI) in Bekasi, Indonesia, attended by Kief Sames, President of the Southeast Asian Football Federation, on the 26th. 
President Sames emphasized in his opening speech, "Hyundai Motor's excellence and commitment to the global football community perfectly align with AFF's mission for the development of Southeast Asian football," adding, "The collaboration with Hyundai Motor is a milestone symbolizing the future and integration of Southeast Asian football, beyond a mere commercial contract." 
Seongnam Kim, Executive Vice President of Hyundai Motor Asia-Pacific Region, stated, "Football is more than just a sport; it is a platform that unites and empowers communities," expressing hope that the Hyundai Cup will become a symbol of the development of Southeast Asian football.
Bambang Pamungkas, a legend of Indonesian football and a former national team player, said, "It is very encouraging that a global company like Hyundai Motor is partnering with AFF," expressing his expectation that "this partnership will be a turning point for the leap of Southeast Asian football."
According to a report by local media Antara News, the last AFF Cup held in January this year was watched by a total of 541.5 million people across 10 Southeast Asian countries, setting a record with a 23.5% increase compared to 2022. Since its first event in 1996, the tournament's name has changed with sponsor changes, with Mitsubishi serving as the main sponsor from 2022 to 2024. 
chitra@fnnews.com Chitra Claudia Salsabila Correspondent