On August 14, 2024, in Kuala Lumpur, Adidas and the ASEAN Football Federation (AFF) officially announced a significant partnership. Adidas will become a strategic partner for four of AFF’s premier sporting events (ASEAN Mitsubishi Electric Cup 2024™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s Championship™, and ASEAN U-23 Championship™) under the unified banner of ASEAN United FC. With the support of SPORTFIVE, AFF’s exclusive commercial partner, Adidas and ASEAN United FC are set to deliver unique experiences for both fans and players.
Together, these four major regional tournaments will offer players and fans unforgettable on-field matches and memorable off-field experiences. With Adidas’s solid expertise in football and commitment to innovation, the partnership is poised to bring ASEAN United FC’s vision to life.
Thibault Durand, Senior Vice President and General Manager of Adidas Southeast Asia, expressed his enthusiasm: “We are thrilled to partner with AFF, an organization that shares Adidas’s journey in developing Southeast Asian football. This relationship goes beyond the tournaments; it is a commitment to inspiring the next generation of players and fans across the region, and encouraging more young people to engage in sports.”
As part of this collaboration, Adidas will supply match balls for the ASEAN Mitsubishi Electric Cup 2024™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s Championship™, and ASEAN U-23 Championship™, along with other apparel for the officiating teams. This demonstrates the brand’s long-term commitment to all athletes, particularly through support for women’s and youth tournaments.
AFF President General Khiev Sameth stated, “Adidas is a globally renowned brand with a long history in football. We are proud to have the opportunity to develop the beautiful game and these four major tournaments with them. Our collaboration with SPORTFIVE and Adidas aims to enhance the fan experience, celebrate sporting diversity, and strengthen community bonds within ASEAN through thrilling football matches.”
Seamus O’Brien, President and Chairman of SPORTFIVE Asia, added, “SPORTFIVE has collaborated with Adidas in football across the globe for decades. We are excited to bring this partnership to the rapidly growing Southeast Asian market, where football is the number one sport. With Adidas’s dynamic brand spirit and extensive football expertise, this partnership will elevate ASEAN football, enhance infrastructure, and fuel the passion of players and fans alike.”
The private signing ceremony was held at Sunway Resort Hotel, Kuala Lumpur, attended by distinguished guests including Thibault Durand, General Khiev Sameth, AFF Secretary General Winston Lee, Seamus O’Brien, and Southeast Asian football icons such as Steffi Sidhu Kaur, captain of the Malaysia Women’s National Team, Nicholas Swirad, center-back for Kuala Lumpur City FC, Irfan Bachdim, former striker for the Indonesia Men’s National Team, and Safee Sali, former captain of the Malaysia Men’s National Team.
Official match ball versions for the Mitsubishi Electric Cup 2024™ and Shopee Cup™ 2024/25 season were also unveiled at the event.
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