Published on March 4th, 2025
Location: Global
MSIG Named First-Ever Title Partner Of ASEAN Women's Championship – The ASEAN MSIG Serenity Cup™
Singapore, 4 March 2025 - The ASEAN Football Federation (AFF) has today announced MSIG, the leading general insurer in ASEAN by gross written premiums, as the first-ever title partner of ASEAN’s premier international women’s football competition, now named the ASEAN MSIG Serenity Cup™.
This follows the AFF’s earlier announcement naming MSIG as the Official Insurance Partner for its major national team and club tournaments, including the ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Club Championship Shopee Cup™, and the ASEAN U-23 Championship™. Together with the MSIG Serenity Cup™, 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 MSIG Serenity Cup™ has a heritage dating back to 2004, with its previous 12 editions showcasing quality, competitive football from the region’s top female stars and emerging talent. In recent years, just as the popularity of the women’s game has taken centre stage globally, ASEAN women’s national team performances too have been rising steadily on the international level, with Thailand participating in the FIFA Women’s World Cup in 2015 and 2019, and the Philippines and Vietnam in 2023. MSIG’s title partnership reaffirms the stature and importance of ASEAN’s top women’s tournament and seeks to further elevate the women’s game throughout the region.
Seven ASEAN teams including defending champions Philippines, four-time winners Thailand, three-time winners Vietnam and Cambodia, Indonesia, Myanmar, Singapore and the 2023 FIFA Women’s World Cup semi-finalists Australia (also an AFF Member) will compete for the coveted title of ASEAN women’s champions and the new MSIG Serenity Cup™ trophy which was unveiled today.
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.
Major General Khiev Sameth, President, AFF
Major General Khiev Sameth, President, AFF, said: “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.”
Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE said: “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.”
Learn more about the MSIG Serenity Cup™ and other ASEAN United FC events at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About MSIG
MSIG, one of Asia's leading general insurance brands, is a member of the MS&AD Insurance Group Holdings Inc. and a wholly owned subsidiary of Mitsui Sumitomo Insurance Co. Ltd., boasting a robust credit rating of A+ Stable. With over 40,000 employees and presence in 48 countries and regions globally, the Group is amongst the world’s top non-life insurance groups based on gross revenue. Within Asia, MSIG is represented in all ASEAN markets as well as in Australia, New Zealand, Hong Kong, China, Korea, India and Taiwan. It is the top non-life regional insurance provider in ASEAN based on gross written premiums. MSIG’s expansive network also includes MS First Capital, headquartered in Singapore, and the Asia Pacific operations of MS Amlin. MS First Capital specialises in Corporate, Marine Hull, and unconventional risks, while MS Amlin delivers specialised insurance solutions in Property & Casualty, Marine & Aviation, and Reinsurance sectors.
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About ASEAN Football Federation (AFF)
Headquartered in Kuala Lumpur, Malaysia, AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA. Founded in 1984, AFF has 12 Member Associations – Australia, Brunei DS. Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore Thailand, Timor-Leste and Vietnam. The organization administers football in Southeast Asia and manages its regional competitions which include the ASEAN Mitsubishi Electric Cup™, ASEAN Shopee Cup™, ASEAN U-23 Championship and ASEAN Women’s Championship among others.
aseanfootball.org / aseanutdfc.com / #aseanutdfc
Press contacts
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Shyamala Velappan
SVP, Corporate Communications & Planning, APAC
Shyamala.velappan@sportfive.com +65 8855 1264
