ASEAN Football Federation brings on Gillette as partner for ASEAN Hyundai Cup 2026

The ASEAN Football Federation (AFF) has announced a partnership with personal care brand Gillette, roping it in as the Official Shaving Partner of the 2026 ASEAN Hyundai Cup.

The 2026 ASEAN Hyundai Cup will take place between July 24 and August 26, 2026, featuring ten top national teams from Southeast Asia.

Major General Khiev Sameth, President of the ASEAN Football Federation, commented:

“Gillette is an internationally renowned brand name and a company that is committed towards inspiring and creating positive change around the world through its sports sponsorships and community-focussed campaigns. We are honoured to welcome Gillette into the ASEAN football family at such a symbolic moment, as we mark the 30th anniversary of the Hyundai Cup this year. We look forward to working closely with Gillette and our exclusive commercial partners, SPORTFIVE, to celebrate this important milestone in ASEAN football and together, further strengthen the bonds of our ASEAN community through a competition that holds a special place in the hearts of Southeast Asians.”

Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia, said:

“With its decades-long history in football both on the pitch and in communities throughout the world, Gillette is a valuable addition to the Hyundai Cup 2026 family of Official Partners. As ASEAN’s biggest event that is the pride of Southeast Asians, the Hyundai Cup offers Gillette unparalleled reach like no other can, in this dynamic region. Opportunities to further strengthen their regional dominance and brand affinity, particularly as we commemorate the Hyundai Cup’s illustrious 30-year heritage with millions of ASEAN football fans, are limitless.”

Saurabh Bajpai, Vice-President, APAC Gillette, added:

“Football isn’t just a sport in Southeast Asia – it’s a shared passion that brings communities together. The ASEAN Hyundai Cup is a celebration of that passion and energy, and we’re proud to be part of it. Through this partnership, we want to give our consumers experiences that go beyond the game, and continue to champion the values that define Gillette – performance, confidence, and precision, both on and off the pitch.”