ASEAN Football Federation announce Mitsubishi Electric tournament sponsorship

May 24, 2022

The ASEAN Football Federation (AFF) has announced a new partnership with Mitsubishi Electric that will see the leading electrical equipment manufacturer become the title sponsor of the AFF Mitsubishi Electric Cup 2022.

Scheduled to kick off this December, the sponsorship of the 14th edition of ASEAN’s flagship football competition was brokered by AFF’s exclusive commercial rights representative SPORTFIVE and supported by Dentsu.

The deal comes on the back of Mitsubishi Electric’s successful sponsorship of the most recent edition of the biennial tournament (held in late 2021) and will mark an important milestone as Mitsubishi Electric step into the title sponsorship role.

With the slogan that ‘Together, we can build better’, the title sponsorship of the AFF Mitsubishi Electric Cup 2022 is an extension of Mitsubishi Electric’s aspirations to strengthen the relationships between players, fans and all their stakeholders to cultivate a sense of unity to deliver a successful event and contribute to the development of the region.

As the Title Sponsor, Mitsubishi Electric will have the right to name the event and use the tournament event mark and official status across its marketing platforms and collateral. The brand will also benefit from significant brand exposure across the region - through being featured on the official tournament collateral, the event’s digital channels, in-stadia TV commercials, perimeter advertising boards and product placements in every stadium where matches are held

Announcing the partnership, AFF President Major General, Khiev Sameth stated “I am extremely pleased to have Mitsubishi Electric on board with us as the new title sponsor. As the AFF Championship enters its 14th edition, we must continue to innovate and break new ground to meet tomorrow’s challenges.

“The objective to further develop and shape the future of regional football - through the platform of the AFF Championship - is at the heart of Mitsubishi Electric’s mission. This landmark partnership will herald in a new era for the AFF Mitsubishi Electric Cup and I have great optimism that we can propel the tournament to new heights and further lift football in the region together.”

The recent 2020 edition of the event - which Thailand clinched their sixth AFF Championship title following their win against Indonesia in the final - delivered record breaking ratings with over 260 million television viewers and social media reach of over 657 million and 2 billion total impressions. The AFF Mitsubishi Electric Cup is a biennial football competition organised by the ASEAN Football Federation (AFF). First played in 1996, the tournament is contested by the national ‘A’ teams of South East Asia and boasts record TV ratings.

Images: Action from the 2020 AFF Championship. Credit: AFF.

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