Hyundai is bringing football supporters closer to the ASEAN Hyundai Cup 2026 through fan activities across Southeast Asia.

The regional tournament began on 24 July and will run until 26 August. Hyundai serves as its title partner under the “Driving ASEAN as One” campaign.

The competition follows the recent global football tournament and shifts attention to Southeast Asia, where national teams will compete for regional honors. Hyundai expects the event to draw millions of supporters from across ASEAN.

“Football has a strong following throughout Southeast Asia, and the ASEAN Hyundai Cup gives fans another chance to support their national teams,” Hyundai Motor Asia Pacific executive marketing director Faraz Shamsi said.

He added that the campaign seeks to connect supporters and communities through experiences tied to the tournament.

Hyundai began its fan activities before the opening matches through the ASEAN Hyundai Cup Trophy Tour. The tour allowed supporters in different markets to see the championship trophy up close ahead of the competition.

More activities will take place as the tournament continues. Community events will highlight local football culture, while participating Hyundai dealerships will hold customer activities connected to the cup.

Young supporters will also take part in the Kids Escort program. Selected children from local communities will walk onto the field with players before kickoff.

The activity gives them a close look at a major regional match and a chance to meet some of the footballers they follow.

The company said these programs extend the tournament experience beyond the matches. Fans who cannot attend every game can still join activities in their communities or at Hyundai dealerships.

Football remains one of the region’s most followed sports. Supporters often gather in stadiums, public viewing areas and homes whenever their national teams play.

The ASEAN Hyundai Cup draws on that strong following and the rivalries that have developed between neighboring countries.

Hyundai said its title partnership also supports its broader work in Southeast Asia. The carmaker operates in several ASEAN markets and sees the tournament as a way to maintain closer ties with local communities.

The “Driving ASEAN as One” campaign will continue throughout the competition. Hyundai will use the tournament and its related events to connect supporters from different parts of the region.

The ASEAN Hyundai Cup 2026 concludes on 26 August, when the region’s new champion will be crowned.