ASEAN Football Federation unveils rebranded women's tournament with MSIG Serenity Cup

Sandwiched between the new ASEAN MSIG Serenity Cup trophy are MSIG Asia CEO Clemens Philippi (left) and ASEAN Football Federation President Major General Khiev Sameth (right).

A new chapter in women's football was unveiled on Tuesday, with the ASEAN Football Federation rebranding its top-tier women's football competition into the MSIG Serenity Cup, in conjunction with title sponsor MSIG.

Formerly known as the AFF/ASEAN Women's Football Championship, it is the first time the competition has secured a title sponsor, highlighting the continuous growth and expansion of the women's game in the region, and reflects the brand's commitment to championing the spirit of football and advancing women’s football

It is the latest evolution of the relationship between MSIG and the AFF, brokered by the sub-confederation's commercial partner SPORTFIVE, after becoming the its Official Insurance Partner for the ASEAN United FC collective of competitions: the ASEAN Mitsubishi Electric Cup, the ASEAN Club Championship also known as the Shopee Cup, and the ASEAN U23 Championship, and now the MSIG Serenity Cup.

In establishing this new partnership, SPORTFIVE's President and Chairman of the Board for Asia-Pacific Seamus O'Brien says, "We are pleased to have brought together the AFF and MSIG, two parties with a common bond to reshape the future of women’s football in ASEAN. The collective strengths and synergies of the partnership together with SPORTFIVE’s work in women’s football worldwide will undoubtedly help to create new opportunities for the women’s game to continue growing and thriving on all levels throughout the region."

First played in the 2004, the MSIG Serenity Cup, through its twelve iterations, has been a showcase for competitive women's football in the region, and continues to be a key element in ASEAN's rise in the global women's game, as illustrated in Thailand's participation in the 2015 and 2019 editions of the FIFA Women's World Cup, as well as the debut of the Philippines and Vietnam when the 2023 iteration took place in Australia/New Zealand.

The upcoming edition, whose competition date has yet to be announced, will feature eight sides, led by the Filipinas, who are the defending champions after successfully winning the competition as first-time hosts in 2022. Former champions Thailand, Vietnam, and Myanmar are looking to reclaim the trophy, with Cambodia, Indonesia, and Singapore earning their way into the competition by finishing in the Top 3 of the AFF Women's Cup hosted by Laos last year. Completing the field is fellow AFF member Australia.

In making the announcement, AFF President Major General Khiev Sameth shares, "Our partnership with MSIG, a company that promotes gender equality, is founded on a shared vision to develop and advance ASEAN women’s football on all levels.

It also marks a transformative era for the women’s game throughout the region. A strong focus on ASEAN’s leading women’s tournament – the MSIG Serenity Cup™ and empowering ASEAN women players and national teams to achieve their aspirations will inspire current and future generations of female footballers."

From MSIG's perspective, MSIG Asia CEO Clemens Philippi adds, "Football embodies the values we embrace — teamwork, passion, fair play and resilience. This partnership highlights the power of sport to inspire and unite, and reflects MSIG’s commitment to gender equity. At MSIG, women make up 64% of our workforce and 57% of middle and senior management, well above regional averages. Through this partnership, we celebrate the spirit of football and empower communities across ASEAN to dream big, achieve their goals, and reach new heights—confident in the protection MSIG provides. Our goal through this partnership is clear: elevate women’s football in this region. This also aligns with our wider sustainability efforts beyond the region. From supporting women athletes in Japan to delivering innovative solutions to vulnerable communities in our region, MSIG remains committed to driving progress, both on and off the field."

MSIG is represented in the Philippines through BPI/MS Insurance Corporation. and its President and CEO Ichiro Iwabuchi adds, "This partnership is both special and significant to BPI MS not only because the Filipinas are the defending ASEAN Women’s World Cup Champions. The story of this Philippine Women’s National Football Team winning against all odds is very much like the story of our Filipino customers, who often find themselves embattled with natural and man made calamities, challenges that we can help them win with our protection solutions. Through this partnership, we hope to inspire and reinforce the importance of preparation and protection, ensuring that Filipino dreams can continue to thrive, no matter the obstacles."

More details on the MSIG Serenity Cup and other ASEAN United FC events at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.