Published on April 28th, 2025
Location: Global
Yanmar Partners With ASEAN United FC And Contributes To Earthquake Relief Efforts
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.
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.
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.
Seamus O’Brien - President, SPORTFIVE Asia
Seamus O’Brien - President, SPORTFIVE Asia 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.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About Yanmar
With beginnings in Osaka, Japan, in 1912, Yanmar was the first ever to succeed in making a compact diesel engine of a practical size in 1933. A pioneer in diesel engine technology, Yanmar is a global innovator in a wide range of industrial equipment, from small and large engines, agricultural machinery and facilities, construction equipment, energy systems, marine, to machine tools, and components — Yanmar’s global business operations span seven domains. On land, at sea, and in the city, Yanmar provides advanced solutions to the challenges customers face, towards realizing A Sustainable Future. For more details, please visit the official website of Yanmar Holdings Co., Ltd.
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About ASEAN Football Federation (AFF)
Headquartered in Kuala Lumpur, Malaysia, the AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA. Founded in 1984, the AFF has 12 Member Associations – Australia, Brunei DS. Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore Thailand, Timor-Leste and Vietnam. The organisation administers football in Southeast Asia and manages its regional competitions which include the ASEAN Mitsubishi Electric Cup 2024™, ASEAN Club Championship Shopee Cup™, ASEAN MSIG Serenity Cup™ and ASEAN U-23 Championship™ among others.
aseanfootball.org / aseanutdfc.com / #aseanutdfc
Press contacts
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Shyamala Velappan
SVP, Corporate Communications & Planning, APAC
Shyamala.velappan@sportfive.com +65 8855 1264
