AirAsia has been announced as the exclusive Official Airline of the ASEAN Football Federation (AFF) for four significant national team and club events, collectively branded as ASEAN United FC. This partnership, facilitated by sports marketing agency SPORTFIVE, underscores AirAsia’s commitment to enhancing the visibility of football across Southeast Asia. The airline, known for its budget-friendly fares and extensive network, aims to connect football fans from bustling cities to remote communities, with a focus on inclusivity, particularly among youth and women.
The collaboration includes the ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™, and the ASEAN U-23 Championship™. These events provide AirAsia with a platform to engage with fans and bolster its brand presence while supporting the growth of football in the region.
Rudy Khaw, CEO of AirAsia Brand Co., expressed enthusiasm for the partnership, stating, “At AirAsia, we believe in the power of sport to unite and inspire. We are thrilled to join forces with ASEAN United FC to celebrate the region’s unique talents and shared passion for football.”
Major General Khiev Sameth, President of AFF, welcomed AirAsia to their family of partners, highlighting the shared belief in ASEAN football’s potential to achieve excellence. Seamus O’Brien, President of SPORTFIVE, noted that the partnership aligns perfectly with AirAsia’s brand, which is synonymous with ASEAN.
This partnership not only strengthens AirAsia’s role as a unifying force in the region but also supports the development of regional talents and aspiring athletes, showcasing ASEAN’s potential on and off the field.
