The ASEAN Football Federation (AFF) partners with Shopee for the inaugural ASEAN Club Championship, to be titled the Shopee Cup. Set to commence on July 17, the tournament will feature 14 ASEAN clubs in a league format, aiming to elevate ASEAN club football and engage football fans across the region.
5 April 2024 – The ASEAN Football Federation (AFF) has unveiled Shopee as the title partner for the inaugural ASEAN Club Championship, set to be named the Shopee Cup. Brokered by SPORTFIVE, the exclusive commercial partner of AFF, the partnership also entails Shopee’s role as a Presenting Partner for other key ASEAN Championships organized by AFF.
The Shopee Cup, envisioned as Southeast Asia’s premier regional club competition to annually crown an ASEAN Club Champion, underscores the burgeoning enthusiasm for club football in one of the globe’s largest consumer markets, as well as Shopee’s stronghold in the region as its home. The tournament will adopt a league format featuring 14 prominent ASEAN clubs, engaging in 40 matches encompassing qualifying playoffs and a group stage. Aligning with the trend to synchronize with the European calendar, the inaugural Shopee Cup will commence on July 17 this year and conclude on May 21, 2025.
Expressing enthusiasm for the partnership, Zhou Jun Jie, Chief Commercial Officer at Shopee, highlighted the opportunity to connect with fans across Southeast Asia and engage with the youthful demographic while fortifying the brand’s presence.
Major General Khiev Sameth, President of AFF, hailed the partnership as a significant stride in the realm of ASEAN football, marking a pivotal moment in enhancing the landscape of club football within the region. He emphasized the tournament’s role in fostering aspirations among leading clubs to clinch the ASEAN championship and excel on the Asian stage.
Seamus O’Brien, President and Chairman of the Board at SPORTFIVE Asia, underscored the transformative nature of the partnership, recognizing ASEAN’s economic ascent and the enduring fervor of football fans across the region.
The Shopee Cup is set to feature National League Champions and designated Cup winners from Indonesia, Malaysia, Thailand, and Vietnam, with additional representation from the Philippines and Singapore. Teams from Brunei, Cambodia, Laos, and Myanmar will compete for two spots in the Group Stage through a qualifying playoff round.
Further details regarding the competition format, schedule for the 2024/25 Shopee Cup season, and participating clubs will be unveiled during the Official Draw scheduled for the first week of May, with specific details regarding date and venue to follow. – ref: The Sun
