SINGAPORE (28 April 2025) – The ASEAN Football Federation (AFF) has today announced Yanmar, a global leader in the development and production of cutting edge industrial equipment, as an Official Sponsor of the AFF’s four major national team and club events – the ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Club Championship Shopee Cup™, the ASEAN MSIG Serenity Cup™ and the ASEAN U-23 Championship™, collectively branded as ASEAN United FC. The partnership, which is an extension of Yanmar’s sponsorship of the ASEAN Mitsubishi Electric Cup™ from 2016 to 2024 was concluded by global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner.
Yanmar has built a strong presence in Southeast Asia – a strategically important region as the company continues to expand its global reach. In addition to deepening its partnership with ASEAN football, Yanmar, a leader in advanced technologies and solutions across agriculture, construction, marine and energy systems, has announced a significant donation of equipment valued at US$100,000 to support ASEAN countries affected by the devastating earthquake of 28 March 2025. Yanmar will work with the AFF and SPORTFIVE to coordinate the distribution of the equipment for earthquake relief efforts.
Motoo Isogai, Divisional Manager, Sports Business Office, Marketing Division, YANMAR HOLDINGS, said: “Football transcends borders and cultures, bringing people together as a force for good. Through our partnership with the AFF and support for earthquake relief, Yanmar is proud to contribute to both the sport and the communities of Southeast Asia. We remain committed to creating a world of rich and fulfilling experiences—on and off the field.”
Major General Khiev Sameth, President, AFF, said: “For nearly a decade, Yanmar has stood alongside the ASEAN Football Federation as a steadfast and valued partner. Today, as they deepen their commitment by joining us as an Official Sponsor of our four flagship competitions, we are reminded not only of their loyalty to the game but also of their enduring belief in its power to inspire and unite.
“Yanmar’s impact reaches well beyond the boundaries of football. In the wake of the recent earthquake, their generous contribution of equipment has offered tangible hope to those facing hardship across our region. On behalf of the AFF and our Member Associations, I extend our heartfelt thanks for this timely and compassionate gesture.
“In moments of triumph and in times of need, Yanmar has proven to be more than a sponsor — they are part of the ASEAN football family. We are proud to walk this journey with them, and we look forward to continuing our shared mission of advancing the game and uplifting communities throughout Southeast Asia.”
Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE said: “Since 2016, Yanmar has been connecting with Southeast Asians through ASEAN football to successfully grow their market share in one of the world’s fastest growing economic regions. We are delighted that Yanmar have now extended their partnership even further to become an Official Sponsor of the region’s four premier events under the ASEAN United FC platform. Their commitment towards helping ASEAN communities to rebuild following the earthquake underscores the significance of Yanmar’s partnership not only to advance ASEAN football but also to the wider region and its people.”
As part of its mission to realise a society that offers an exciting life filled with rich and fulfilling experiences, Yanmar actively supports youth development and sports sponsorship, with a strong focus on football and marine sports. In Thailand, Yanmar runs the Yamaoka Hanasaka Academy (YHA), a program dedicated to nurturing the next generation of Thai football talent. The company also maintains a long-standing partnership with J1 League club Cerezo Osaka, which currently features Japanese football legend Shinji Kagawa. In 2014, to commemorate the 60th anniversary of the establishment of diplomatic relations between Japan and Myanmar, Yanmar hosted the YANMAR Cup, in Yangon – an international friendly match between the Myanmar National Team and Cerezo Osaka.
Learn more about the ASEAN United FC events at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube, X and LinkedIn.
