Celebrating 30 years this edition, the Hyundai Cup 2026 features 11 South-East Asian national teams competing to be crowned Asean Champions from July 24 to August 26.
In its 30th anniversary this year, the Asean Championship, now known as the Asean Hyundai Cup is the jewel in the crown of Asean football as South-East Asia's top international football tournament, with 11 nations battling for regional supremacy biennially.
Since its inception in 1996, it has grown from a two-week-long centralised tournament into a competition that is played across every Asean country and major city over four weeks.
Thailand is the competition's most successful team with seven titles, but they were denied an eighth championship in 2024 after they were beaten 5-3 on aggregate in the final by Vietnam, who claimed their third title. Singapore is the competition's second most successful team with four championships, while Malaysia have lifted the trophy once in 2010.
The competition has grown from strength to strength with each edition, setting records both on and off the field to seal its position as the region’s largest, most popular football event. In 2024, it achieved a record 541.5 million viewers on television and digital streaming platforms, while social media channels Facebook, Instagram, TikTok, YouTube and X registered 12.66 billion views of event-related videos.
The tournament is gaining strength in terms of sponsorship support. On Tuesday, the Asean Football Federation (AFF) announced Gillette as the Official Shaving Partner of the Asean Hyundai Cup 2026. The partnership with the world’s leading shaving brand was concluded by global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner.
Gillette is widely recognised as the global leader in the shaving and razor market, and a pioneer in grooming innovation. It has a strong presence across Asean where it serves millions of consumers with its high-performance shaving and personal grooming products for both men and women.
This partnership is rooted in a shared pursuit of sharpness and excellence, both on and off the pitch.
For over a century, Gillette has been synonymous with precision and the confidence that comes from meticulous preparation, a value it has long celebrated through its deep heritage in supporting world-class athletes and connecting with fans through their passion for sport.
This legacy aligns perfectly with the Hyundai Cup a tournament where the region's finest footballers showcase their sharp skills, tactical precision and unwavering dedication, embodying the spirit of being prepared to deliver a flawless performance when it
matters most.
Saurabh Bajpai, Vice-President, APAC Gillette, said: “Football isn’t just a sport in South-East Asia – it’s a shared passion that brings communities together. The Asean Hyundai Cup is a celebration of that passion and energy, and we’re proud to be part of it.
"Through this partnership, we want to give our consumers experiences that go beyond the game, and continue to champion the values that define Gillette – performance, confidence, and precision, both on and off the pitch.”
Major General Khiev Sameth, President, Asean Football Federation, said: “Gillette is an internationally renowned brand name and a company that is committed towards inspiring and creating positive change around the world through its sports sponsorships and community-focused campaigns. We are honoured to welcome Gillette into the Asean football family at such a symbolic moment, as we mark the 30th anniversary of the Hyundai Cup this year."
