adidas, ASEAN Football Federation form partnership for ASEAN United FC competitions

[L-R] Thibault Durand, Senior Vice President & General Manager for adidas South East Asia and Major General Khiev Sameth, President, AFF

The ASEAN Football Federation forged a partnership with adidas this week, allowing the latter serve as the Official Performance Partner for its four competitions that are under its ASEAN United FC umbrella: the ASEAN Mitsubishi Electric Cup, the ASEAN Club Championship Shopee Cup, the ASEAN Women's Championship, and the ASEAN U-23 Championship.

Brokered and arranged by the AFF's exclusive commercial partner SPORTFIVE, the partnership allows adidas to provide an unmatched and unforgettable experience for its players and fans, thanks to the latter's experience in the sport and commitment to innovation.

adidas will serve as the official match ball for all four ASEAN United FC competitions, as well as take care of the ball kids and serve as the kit supplier for the referees. This highlights the long-standing commitment of the brand with regards to inclusivity in sports for all athletes, thanks to their steadfast support for championships in both the youth level as well as with women.

Said partnership was formalized in a private ceremony at the Sunway Resort Hotel in Kuala Lumpur. Gracing the event are Thibault Durand, Senior Vice President & General Manager for adidas South East Asia, Major General Khiev Sameth, President, AFF, Winston Lee, General Secretary, AFF, and Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia. Also present were a few football luminaries: Steffi Sidhu Kaur, Captain of the Malaysian Women’s National Football Team, Nicholas Swirad, Centre-back for the Kuala Lumpur City FC, Irfan Bachdim, former striker for the Indonesian Men’s National Team and the legendary Safee Sali, former Captain of the Malaysian Men’s National Football Team.

In forming this partnership, Durand says, "We are thrilled to partner with the AFF, an organisation that shares adidas’ passion for developing the game of football in South East Asia. This partnership goes beyond the tournaments and as partners we are committed to inspiring the next generation of footballers and fans across the region while bringing more youth into sports."

Sameth adds, "adidas is renowned throughout the world for their storied history in football and creating innovative partnerships.  We are proud to partner with adidas to grow our beautiful game and each of our four marquee events.  We also look forward to working with adidas and our Commercial Partner SPORTFIVE to develop unique engagement programmes to enhance fan experiences, celebrate our diversity and continue strengthening the unity of our ASEAN community of hundreds of millions through the sport that unites us all."

O'Brien concludes, "SPORTFIVE has enjoyed collaborating with adidas on football properties throughout the world for decades.  We are now delighted to have formed this significant partnership between the AFF and adidas in ASEAN, one of the world’s fastest growing consumer markets, where football is the number one sport.  As Official Performance Partner, adidas brings the dynamic spirit of its brand and football expertise which will undoubtedly help to elevate ASEAN football from the grassroots to elite levels and ensure that its football community of players and fans continues to thrive."

The event also served as the launch for the official match balls to be used for the ME Cup and the inaugural Shopee Cup.