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.
MSIG is a member of the MS&AD Insurance Group Holdings Inc., one of the world’s largest non-life insurance groups by gross revenues with presence in 48 countries and regions around the world including in each of the ten ASEAN markets, a key growth region. In ASEAN, MSIG is also present through joint ventures - BPI MS Insurance in the Philippines, KBZMS Insurance in Myanmar, and MSIG Sokxay Insurance in Laos. MSIG’s network in the region also includes MSIG Life, formerly known as Sinarmas MSIG life, in Indonesia. Collectively, MSIG is proud to come together to support ASEAN’s leading championship events under this sponsorship, championing the spirit of football and advancing women’s football.
Clemens Philippi, CEO, MSIG Asia said: “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 averages1. 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.
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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