The ASEAN Football Federation (AFF) has unveiled a significant milestone in the evolution of women’s football in the region, announcing MSIG as the first-ever title partner of ASEAN’s premier international women’s football competition, now officially rebranded as the ASEAN MSIG Serenity Cup.

The partnership underscores MSIG’s commitment to gender equality and social impact, reinforcing the tournament’s role in fostering opportunities and dreams for female footballers across ASEAN and beyond. Major General Khiev Sameth, President of the AFF, emphasized that this collaboration is a chance to build on the tournament’s momentum and elevate it to greater heights. “We are proud to partner with MSIG to harness the resources of our players, unite football communities, and establish a strong platform for women’s football in ASEAN. This is about creating more opportunities, and we look forward to seeing all of you at the championships.”

The MSIG Serenity Cup has a rich heritage dating back to 2004, with its previous 12 editions showcasing the region’s top female stars and emerging talents. In recent years, ASEAN women’s national teams have made notable strides on the global stage, with Thailand participating in the FIFA Women’s World Cup in 2015 and 2019, and both the Philippines and Vietnam qualifying in 2023. The tournament’s continued growth reflects the rising prominence of women’s football and ASEAN’s commitment to supporting its players.

Clemens Philippi, CEO of MSIG Asia, expressed his excitement about the collaboration, highlighting its alignment with MSIG’s values and broader sustainability efforts. “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 we actively support female athletes, from those competing in the Olympics to programs in India. Through this partnership, we celebrate the spirit of football and empower communities across ASEAN to dream big and achieve their goals.”

The competition will feature seven ASEAN teams, including defending champions Philippines, four-time winners Thailand, three-time winners Vietnam, as well as Cambodia, Indonesia, Myanmar, and Singapore. Additionally, Australia, a FIFA Women’s World Cup semi-finalist and an AFF Member, will compete, further elevating the tournament’s competitive intensity.

The announcement was met with enthusiasm from players across the region. Indonesia’s Reva Octaviani, top scorer of the AFF 2024 tournament, highlighted the importance of consistency in her performance and the team’s collective efforts. The Thailand team also shared words of encouragement for young girls aspiring to pursue football professionally, reinforcing the message that opportunities in the sport are growing.

Meanwhile, Singapore Lionesses captain Rosnani Azman emphasised the crucial role of inspiration in keeping athletes motivated. “My father has been one of my biggest inspirations. Everyone needs something to look forward to, to realize that their dreams are possible. The competition will be tough—we’ve qualified for the first round, but the second will be even more challenging. We’re facing teams that have been to the World Cup, but we will give our best and take it one game at a time.”

Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE, which facilitated the partnership, emphasized the transformative potential of this collaboration. “We are pleased to have brought together the AFF and MSIG, two organizations with a shared commitment to reshaping the future of women’s football in ASEAN. The combined strengths of this partnership, alongside SPORTFIVE’s work in women’s football worldwide, will create new opportunities for the game to grow and thrive at every level.”

As ASEAN women’s football enters a new era with the MSIG Serenity Cup, the tournament stands as a testament to progress, inclusion, and the relentless pursuit of excellence.

Learn more about the MSIG Serenity Cup™ and other ASEAN United FC events at https://aseanutdfc.com/