Published on August 14th, 2024
Location: Singapore
AFF and adidas partner for four key regional events under ASEAN United FC
Kuala Lumpur, 14th August 2024 - The ASEAN Football Federation (AFF) and adidas have today announced a partnership that makes adidas the Official Performance Partner of the AFF’s four major national team and club events - the ASEAN Mitsubishi Electric Cup 2024™, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™ and the ASEAN U-23 Championship™, collectively branded as ASEAN United FC. Concluded by the AFF’s exclusive commercial partner SPORTFIVE, the collaboration will see adidas supporting ASEAN United FC to offer an unmatched experience for fans and players.
Together, the region's four premier football tournaments present football players and fans unparalleled on-field action as well as unforgettable off-field experiences. adidas’ established expertise in football coupled with their commitment to innovation makes the globally renowned brand the ideal Official Performance Partner for the visionary initiative of ASEAN United FC.
Thibault Durand, Senior Vice President & General Manager for adidas South East Asia said: “We are thrilled to partner with ASEAN United FC, an organisation that shares adidas’ passion for developing the game of football in South East Asia. This partnership goes beyond the tournaments and as partners we are committed to inspiring the next generation of footballers and fans across the region while bringing more youth into sports.”
As part of this partnership, adidas will provide the official match balls for the Mitsubishi Electric Cup 2024™, Shopee Cup™, ASEAN Women’s Championship™ and ASEAN U-23 Championship™, as well as ball boy and referee kits, underscoring the brand’s long-standing commitment to inclusivity in sports for all athletes through their steadfast support of the women and youth championships.
“This partnership goes beyond the tournaments and as partners we are committed to inspiring the next generation of footballers and fans across the region while bringing more youth into sports.”
Thibault Durand, Senior Vice President & General Manager for adidas South East Asia
Major General Khiev Sameth, President, AFF, said: “adidas is renowned throughout the world for their storied history in football and creating innovative partnerships. We are proud to partner with adidas to grow our beautiful game and each of our four marquee events. We also look forward to working with adidas and our Commercial Partner SPORTFIVE to develop unique engagement programmes to enhance fan experiences, celebrate our diversity and continue strengthening the unity of our ASEAN community of hundreds of millions through the sport that unites us all.”
Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia, said: “SPORTFIVE has enjoyed collaborating with adidas on football properties throughout the world for decades. We are now delighted to have formed this significant partnership between the AFF and adidas in ASEAN, one of the world’s fastest growing consumer markets, where football is the number one sport. As Official Performance Partner, adidas brings the dynamic spirit of its brand and football expertise which will undoubtedly help to elevate ASEAN football from the grassroots to elite levels and ensure that its football community of players and fans continues to thrive.”
The partnership was officiated today in a private signing ceremony at Sunway Resort Hotel, Kuala Lumpur, attended by distinguished guests including Thibault Durand, Senior Vice President & General Manager for adidas South East Asia, Major General Khiev Sameth, President, AFF, Winston Lee, General Secretary, AFF, Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia, as well as icons of ASEAN football Steffi Sidhu Kaur, Captain of the Malaysian Women’s National Football Team, Nicholas Swirad, Centre-back for the Kuala Lumpur City FC, Irfan Bachdim, former striker for the Indonesian Men’s National Team and the legendary Safee Sali, former Captain of the Malaysian Men’s National Football Team.
The 2024 editions of the official match balls for the Mitsubishi Electric Cup 2024™ and Shopee Cup™ season 2024/25 were also unveiled today.
Learn more about ASEAN United FC at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
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About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 59,000 people across the globe and generated sales of € 22.5 billion in 2022.
For more information, please visit www.adidas-Group.com.
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About ASEAN Football Federation (AFF)
Headquartered in Kuala Lumpur, Malaysia, AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA. Founded in 1984, AFF has 12 Member Associations – Australia, Brunei DS. Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore Thailand, Timor-Leste and Vietnam. The organization administers football in Southeast Asia and manages its regional competitions which include the ASEAN Mitsubishi Electric Cup™, ASEAN Shopee Cup™, ASEAN U-23 Championship and ASEAN Women’s Championship among others.
aseanfootball.org / aseanutdfc.com / #aseanutdfc
Press contacts
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Shyamala Velappan
SVP, Corporate Communications & Planning, APAC
Shyamala.velappan@sportfive.com +65 8855 1264
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