With the curtain falling on one of football’s biggest global tournaments, attention now shifts closer to home as the ASEAN Hyundai Cup™ 2026 gets underway from 24 July to 26 August 2026. As the tournament’s Title Partner, Hyundai is aiming to keep the excitement alive across Southeast Asia through its regional “Driving ASEAN as One” campaign, celebrating the unifying power of football while bringing fans together through a series of engaging experiences.
Football has long been deeply rooted in Southeast Asian culture, transcending national borders and language barriers to become a shared passion among millions. From packed stadiums and lively fan gatherings to families cheering from their living rooms, the sport continues to create moments of togetherness throughout the region.
Faraz Shamsi, Executive Marketing Director of Hyundai Motor Asia Pacific, said the conclusion of one major international tournament marks the beginning of an equally exciting chapter for football fans in ASEAN.
He explained that the ASEAN Hyundai Cup™ embodies the passion, pride and unity that make the sport so meaningful across the region, adding that Hyundai’s “Driving ASEAN as One” campaign is designed to create memorable experiences while strengthening the bonds between communities.
Ahead of the tournament, Hyundai has already generated excitement through the ASEAN Hyundai Cup™ Trophy Tour, allowing thousands of supporters across multiple countries to get an up-close look at the championship trophy before the competition officially begins.
As the tournament progresses, the company will continue its fan engagement efforts with a wide range of activities across Southeast Asia. These include additional Trophy Tour appearances, Hyundai vehicle showcases at key public venues and tournament locations, interactive fan zones, stadium activations and Hyundai Cup sticker campaigns encouraging supporters to proudly display their team spirit both online and offline.
Young football fans will also have the chance to enjoy a once-in-a-lifetime experience through the Kids Escort programme, where selected children from local communities will walk onto the pitch alongside their football heroes before kickoff. Complementing these activities are various community initiatives that celebrate the unique football culture found throughout ASEAN.
Collectively, these programmes aim to make the ASEAN Hyundai Cup™ more than just a football competition by creating lasting memories and fostering stronger community connections throughout the tournament.
Hyundai says its involvement extends beyond traditional sponsorship, reflecting its long-term commitment to Southeast Asia and its belief that both mobility and sport have the ability to unite people.
Through the “Driving ASEAN as One” campaign, the company hopes to reinforce regional ties while celebrating the diversity, passion and camaraderie that define ASEAN.
As the opening match approaches, Hyundai is inviting supporters across the region to rally behind their national teams, tune in to the tournament’s Opening Ceremony and enjoy every goal, celebration and unforgettable moment together. Fans can also look forward to a special Hyundai vehicle appearance during the Opening Ceremony, promising a surprise that reflects the campaign’s message of unity across Southeast Asia.
