MSIG makes history as first title sponsor of women's championships, reaffirming its support for football and inclusivity in the region
Singapore, 5 March 2025 - The ASEAN Football Federation (AFF) has announced a insurance company MSIG as the new title sponsor for the ASEAN Women's Championship in a landmark event held at Jalan Besar Stadium, with the tournament now renamed as the ASEAN MSIG Serenity Cup.
This follows after MSIG being announced as the Official Insurance Partner for AFF's major national team and club tournaments, including the ASEAN Mitsubishi Electric Cupâ„¢ 2024, the ASEAN Club Championship Shopee Cupâ„¢, and the ASEAN U-23 Championshipâ„¢. Together with the MSIG Serenity Cupâ„¢, these tournaments are collectively branded as ASEAN United FC.
The partnership was concluded by global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner.
The 13th edition of the women's championships is slated to happen in June this year, with a total of eight teams competing for the title, including seven Southeast Asian nations in Cambodia, Indonesia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
The 8th team is AFF member association Australia, who are global powerhouses and reached the semifinals of the last FIFA Women's World Cup in 2023.
Clemens Philippi, the CEO of MSIG Asia shared: "Our goal through this partnership is clear: to elevate women's football in the region."
Major General Khiev Sameth, President, AFF, said: "This 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."
First held in 2004, the ASEAN Women's Championship will play out its 13th edition in June this year, with a total of eight teams competing for the title, including seven Southeast Asian nations in Cambodia, Indonesia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
The 8th team is AFF member association Australia, who are global powerhouses and reached the semifinals of the last FIFA Women's World Cup in 2023.
Philippines are the defending champions while Thailand are the most successful team in the tournament's history with four previous triumphs. Find out more about the MSIG Serenity Cupâ„¢ and other ASEAN United FC events at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X. #ASEANUtdFC #SgFootball