The ASEAN Football Federation (AFF), the regional soccer body in Southeast Asia, has secured sponsorship agreements with two Vietnamese companies as it continues its recent run of commercial partnerships.
The deals cover the AFF’s four major competitions, collectively branded as ASEAN United FC, which includes three national team competitions – the ASEAN Championship, the ASEAN U-23 Championship, and the ASEAN Women’s Championship – as well as the ASEAN Club Championship international club competition.
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Vietjet has been named the official airline partner of ASEAN United FC competitions, with the air carrier to continue to transport fans across Southeast Asia during the four tournaments, starting with the 2026 ASEAN Championship, which will run from July 24 through August 26.
Launching in 2011, Vietjet now has more than 135 routes spanning Southeast Asia, Australia, Kazakhstan, India, China, Japan, and South Korea, with plans to expand into Europe soon.
Meanwhile, Vikki Digital Bank (VDB) has secured a regional sponsorship deal and has been named the official bank in Vietnam of ASEAN United FC competitions.
The partnership will see VDB’s financial services platform integrated into Vietjet to “streamline and provide offerings to customers that consolidate travel and financial solutions with loyalty program benefits” as the bank looks to showcase its digital-first financial products and services.
The partnerships were brokered by global sports marketing agency Sportfive, the AFF’s exclusive commercial agency, which has ramped up the AFF’s partnership slate ahead of this year’s events.
Most recently, Sportfive secured a broadcast partnership renewal between AFF and Singaporean state broadcaster Mediacorp for ASEAN United FC competitions, which will be aired via Mediacorp’s digital platform Mewatch.
Last month, Sportfive announced Japanese air conditioner manufacturer Daikin as the latest commercial partner of ASEAN United FC, with the company to receive prominent branding across the tournament fixtures.
Other sponsors secured by the AFF include automotive giant Hyundai, regional insurance conglomerate MSIG, global hotel and hospitality chain Accor, and match ball supplier Adidas.
Hyundai is the title sponsor of the ASEAN Championship (the Hyundai ASEAN Championship), while MSIG is the title sponsor of the ASEAN Women’s Championship (the ASEAN Women’s MSIG Cup), and prominent regional e-commerce platform Shopee is the title sponsor of the ASEAN Club Championship (the ASEAN Shopee Cup).
The 12-member AFF is made up of Australia, Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Timor-Leste, and Vietnam.
