Published on February 29th, 2024

Location: Singapore

AFF and Mitsubishi Electric launch new brand identity for ASEAN Mitsubishi Electric Cup™ 2024

Singapore, 29 February 2024: The AFF and Mitsubishi Electric, title partner of the ASEAN Championship, have today launched a new logo and brand identity for the event. As part of the rebranding, the region’s premier competition formerly known as the AFF Mitsubishi Electric Cup, has also been renamed as the ASEAN Mitsubishi Electric Cup™ 2024.

SPORTFIVE, the exclusive commercial partner of the AFF, led the creation and development of the ASEAN Mitsubishi Electric Cup™ 2024’s new brand identity. It will form part of a new family of AFF event brands for their major competitions which will be unveiled in the coming months.

The ASEAN Mitsubishi Electric Cup™ 2024 is the 15th edition of the event and will be held from 23 November to 21 December.  Ten ASEAN national teams will compete to win the Championship title, the most coveted prize in the region.

The refreshed ASEAN Mitsubishi Electric Cup™ 2024 logo comprises of three central graphic elements - the ASEAN Championship trophy, named Mitsubishi Electric Cup™, the new AFF Unity Weave, together with the event title, all encompassed within a shield.  The Unity Weave features an intersecting pattern of rice bushels, the region’s most important staple and the main icon of the official ASEAN logo.  Designed in the five colours shared by the various flags of ASEAN nations, it symbolizes the unity and bond of the twelve AFF Member Associations woven together in their spirit of competition.

“This new logo also continues to embody the unbreakable solidarity, unyielding spirit, diverse culture and shared passion for football in our region.”


Maj. Gen. Khiev Sameth, President of AFF

Kunihiko Seki, Corporate Executive and Chief Representative Asia Pacific Region of Mitsubishi Electric Corporation said: “As title sponsor since two years ago, we are delighted to have played a major part in the ASEAN Championship. We have seen the perseverance of players, the unyielding support of fans and the bonding to push forward. This is exactly as we envisaged when we came on board – to contribute and enrich the lives of the communities through the event and build a better future together. We believe the ASEAN Mitsubishi Electric Cup™ 2024 will contribute towards developing vibrant and sustainable communities in Southeast Asia and continue reigniting the passion this year with the new branding.”

“The new logo gives the ASEAN Mitsubishi Electric Cup™ 2024 a distinct, purposeful and meaningful visual identity. Among other things, it reflects the vibrance and passion of ASEAN football fans for Southeast Asia’s biggest football event. This new logo also continues to embody the unbreakable solidarity, unyielding spirit, diverse culture and shared passion for football in our region.” said Maj. Gen. Khiev Sameth, President of AFF.

On Mitsubishi Electric's support, he said, “Mitsubishi Electric is integral and imperative to the success of this AFF event. I am reflecting the appreciation of the AFF Council by expressing my gratitude to them for their continued support.”

“Through the cooperative endeavours and concerted efforts of Mitsubishi Electric, our Commercial Partners, SPORTFIVE and Member Associations, we will continue to provide our fans with an unforgettable experience and deliver another record-setting ASEAN Mitsubishi Electric Cup™ at the end of this year that will be the pride of our entire region of 660 million people.” added Maj. Gen. Khiev Sameth, President of AFF.

“The ASEAN Mitsubishi Electric Cup™ 2024’s bold new brand identity is befitting the stature of a regional football event that is the pride of hundreds of millions of Southeast Asians.”


Seamus O’Brien, President, APAC, SPORTFIVE

“The ASEAN Mitsubishi Electric Cup™ 2024’s bold new brand identity is befitting the stature of a regional football event that is the pride of hundreds of millions of Southeast Asians. It symbolizes and celebrates ASEAN’s solidarity, spirit, rich cultural heritage and shared love of football. We look forward to rolling-out the new ASEAN Mitsubishi Electric Cup™ 2024 look which we are sure will become distinctly recognized across the region, embraced by fans and ensure maximum brand exposure for title partners Mitsubishi Electric and our other valued event partners,” said Seamus O’Brien, President, APAC, SPORTFIVE.

Held biennially, the ASEAN Mitsubishi Electric Cup™ is the region’s largest football event. Since its inception in 1996, the competition, which features ASEAN national teams has grown from strength to strength with each edition.  In 2022, the AFF Mitsubishi Electric Cup achieved a record 438+ million viewers on television and digital streaming platforms. Additionally, digital media channels Facebook, Instagram, TikTok, YouTube and X registered 4.2 billion views of event-related videos.

An Official Draw is scheduled for May 21st in Hanoi, Vietnam.

  • 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.

  • About ASEAN Mitsubishi Electric Cup™ 2024

    The ASEAN Mitsubishi Electric Cup™ 2024 is a biennial football competition organized by the ASEAN Football Federation (AFF), accredited by FIFA and contested by the national teams of Southeast Asia – Brunei DS, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Timor-Leste and Vietnam.

    The competition format includes a Qualifying Round in which the two lowest ranking teams compete in home and away matches to secure a place with nine other ASEAN national teams in the main Group Stage.  The ten qualifying teams are drawn into two groups of five for the round-robin Group Stage matches which will be played on a home or away basis.  The top two teams of each group progress to the Semi-Finals and subsequently, the Finals.  Both the Semi-Finals and Finals Stage matches are double leg, home and away matches.

  • 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 U-23 Championship and ASEAN Women’s Championship among others.

    Aseanfootball.org

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