The ASEAN Football Federation (AFF) has announced MSIG as the first-ever title partner of ASEAN’s top women’s football tournament, which will now be known as the ASEAN MSIG Serenity Cup.
This partnership builds on MSIG’s existing involvement in AFF competitions, including the ASEAN Mitsubishi Electric Cup 2024, the ASEAN Club Championship Shopee Cup, and the ASEAN U-23 Championship, all of which fall under the ASEAN United FC umbrella. The agreement was facilitated by SPORTFIVE, AFF’s exclusive commercial partner.
The ASEAN MSIG Serenity Cup has been held since 2004 and has featured 12 editions, providing a platform for the region’s top female footballers. In recent years, ASEAN women’s football has gained international recognition, with Thailand competing in the FIFA Women’s World Cup in 2015 and 2019, followed by the Philippines and Vietnam in 2023.
The 2025 edition of the tournament will take place in Indonesia from 25 September, with eight teams competing, including defending champions the Philippines, four-time winners Thailand, three-time winners Vietnam, and squads from Cambodia, Indonesia, Myanmar, Singapore, and Australia.
Clemens Philippi, CEO of MSIG Asia, stated: “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.”
Major General Khiev Sameth, President of AFF, commented: “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.”
