Published on April 30th, 2024

Location: Singapore

The ASEAN Football Federation (AFF) and SPORTFIVE launch ASEAN United FC

Singapore, 30 April 2024: The ASEAN Football Federation (AFF) and its exclusive commercial partner SPORTFIVE have today launched ASEAN United FC, the new official digital platforms focused on 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™. and @aseanutdfc across all social channels will be the only official online sources for news, event information including match schedules and reports, live statistics, team and player features, live streaming and exclusive video programming. In addition, will include a community element to engage fans continuously all year long.

Major General Khiev Sameth, President of AFF said, "We have worked closely with our partners SPORTFIVE to build a digital home for ASEAN football that is led by our four premier events - the ASEAN Mitsubishi Electric Cup 2024™, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™ and the ASEAN U-23 Championship™.

“The new and @aseanutdfc social channels will offer curated content that is authentic and exciting to elevate the overall fan experience and year-round engagement with ASEAN football. In particular, offers opportunities for fans and followers who share a love for ASEAN football to unite and interact with each other.”

Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia said, “In our contemporary digital era, the aggregation of content of the region’s leading football events under a single cohesive brand – ASEAN United FC – will consolidate hundreds of millions of fans and audiences in a region where football is the number one sport, and growth in digital penetration and user adoption is among the highest in the world.  It will also ensure the continued growth of the ASEAN football digital footprint and reach beyond broadcast media.

“Based on the 4+ billion views for online video content achieved for the 2022 Mitsubishi Electric Cup, and @aseanutdfc are expected to set new records in digital reach.  This offers partners of the ASEAN Mitsubishi Electric Cup™, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™ and the ASEAN U-23 Championship™ unprecedented opportunities to connect and engage with their customers through quality football content.”


    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.

  • 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. / / #aseanutdfc

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