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Global grooming brand Gillette has been named the official shaving partner of the ASEAN Hyundai Cup 2026, further strengthening the commercial portfolio of Southeast Asia’s premier men’s international football tournament ahead of its milestone 30th anniversary edition.
The partnership, secured through the ASEAN Football Federation‘s (AFF) exclusive commercial partner SPORTFIVE, will see Gillette leverage one of the region’s most-watched sporting events to engage football fans across Southeast Asia through integrated marketing campaigns, consumer activations and fan-focused experiences.
The ASEAN Hyundai Cup, formerly known as the AFF Championship, has grown into one of the most significant football properties in Asia, attracting millions of viewers and passionate fan bases from markets including Indonesia, Thailand, Vietnam, Malaysia, Singapore and the Philippines.
Saurabh Bajpai, Vice-President, APAC Gillette, said, “Football isn’t just a sport in Southeast 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, added, “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.”
Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia, continued, “With its decades-long history in football both on the pitch and in communities throughout the world, Gillette is a valuable addition to the Hyundai Cup 2026 family of Official Partners. As ASEAN’s biggest event that is the pride of Southeast Asians, the Hyundai Cup offers Gillette unparalleled reach like no other can in this dynamic region. Opportunities to further strengthen their regional dominance and brand affinity, particularly as we commemorate the Hyundai Cup’s illustrious 30-year heritage with millions of ASEAN football fans, are limitless.”
Gillette’s involvement reflects the increasing appeal of Southeast Asian football to major multinational consumer brands seeking regional reach and deep audience engagement. The company plans to align its brand values of precision, confidence and performance with the excitement and passion surrounding the tournament.
Scheduled to run from July 24 to August 26, 2026, the ASEAN Hyundai Cup will be the 16th edition of the championship and the first under Hyundai‘s title sponsorship. The tournament continues to attract leading global and regional brands as Southeast Asian football’s commercial profile continues to rise.
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