On March 4, the ASEAN Football Federation (AFF) announced that MSIG, Southeast Asia’s leading insurance company in premium revenue, has become the first-ever title sponsor of the region’s premier international women’s football tournament, now officially named the ASEAN MSIG Serenity Cup™.
MSIG makes history as the first-ever title sponsor of the ASEAN Women’s Football Championship under a landmark agreement aimed at transforming women’s football in the region. This announcement follows AFF’s earlier confirmation of MSIG as the Official Insurance Partner for major national and club tournaments, including the ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Shopee Cup™, and the ASEAN U23 Championship™. Along with the MSIG Serenity Cup™, these competitions are collectively branded under ASEAN United FC.
A Legacy of Growth in ASEAN Women’s Football
The ASEAN Women’s Football Championship has been held since 2004, with 12 editions showcasing the region’s top female football talents. As women’s sports gain global recognition, Southeast Asian teams have made their mark on the international stage—Thailand qualified for the FIFA Women’s World Cup in 2015 and 2019, while Vietnam and the Philippines participated in 2023.
AFF President Khiev Sameth expressed his excitement about the partnership, stating:
“Our collaboration with MSIG—a company dedicated to gender equality—is built on a shared vision to grow and promote women’s football at all levels in Southeast Asia. This partnership signifies a new era for women’s sports in the region. By focusing on the ASEAN MSIG Serenity Cup™, we aim to inspire female footballers and national teams to achieve new heights, creating a lasting impact for future generations.”
MSIG’s sponsorship reinforces the prestige and significance of the region’s top women’s football tournament while further elevating the role of women’s football across Southeast Asia.
MSIG’s Commitment to Women’s Empowerment in Sports
Clemens Philippi, CEO of MSIG Asia, emphasized the values that football represents:
*”Football embodies the values we cherish—teamwork, passion, fair play, and resilience. This partnership highlights the power of sports to inspire and unite, while also reflecting MSIG’s commitment to gender equality. At MSIG, women make up 64% of our workforce, with 57% in mid- and senior-level management—far above the regional average. Through this partnership, we celebrate the spirit of football and empower communities across Southeast Asia to dream bigger, achieve their goals, and rise to new heights—confidently shining with MSIG’s protection.
Our goal is clear: to elevate women’s football in the region and beyond. This commitment extends worldwide, from supporting female athletes in Japan to providing innovative solutions for underserved communities across Southeast Asia. MSIG remains dedicated to driving progress, both on and off the field.”*
ASEAN MSIG Serenity Cup™: A Historic Competition
Seven national teams from Southeast Asia, along with Australia, will compete for the newly unveiled MSIG Serenity Cup™. The participating teams include:
Philippines (defending champions)
Thailand (4-time champions)
Vietnam (3-time champions)
Cambodia
Indonesia
Myanmar
Singapore
Australia (2023 FIFA Women’s World Cup semifinalists and an AFF member nation)
The tournament aims to showcase top-tier women’s football in the region while strengthening the sport’s development and visibility.
Vietnam’s Commitment to Women’s Football
Katsumi Kuzuno, CEO of MSIG Vietnam, highlighted the company’s dedication to supporting women’s football in Vietnam:
“Becoming the title sponsor of the ASEAN Women’s Football Championship reflects our commitment to supporting women’s football, especially in Vietnam, where the national team has achieved remarkable success. This partnership reaffirms our dedication to developing the women’s game, empowering women, and promoting gender equality. By supporting female athletes and their ambitions, we hope to inspire confidence and aspiration in women across all fields and roles.”
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