HELM Asia, part of the HELM Group, one of the world's largest independent chemicals companies, has been announced as an Official Supporter of the four ASEAN United FC events – the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women's MSIG Cup™ and ASEAN U-23 Championship™. The agreement covers the ASEAN Football Federation's (AFF) four premier competitions and was sealed by SPORTFIVE, the AFF's exclusive commercial partner.
As an Official Supporter of the ASEAN United FC events, HELM will bring its ‘Power of Partnership’ philosophy to life by connecting it with ASEAN football’s unifying spirit, to bolster the long-term development of the game while strengthening the ecosystem of teams, players, fans and communities across Southeast Asia.
Founded in 1900 and headquartered in Hamburg, Germany, HELM’s involvement in football includes its sponsorship of Bundesliga club Hamburger SV (HSV) since 2022. As part of this partnership, HELM donates part of its logo sponsorship to Plan International, a children’s rights organization. As a B2B company, HELM leverages its sports partnerships to build consumer-facing visibility while reinforcing its commitment to create meaningful social impact for girls worldwide.
Lina Ebel, Global Lead Sponsoring, Engagement & Communications, HELM, highlights: “At HELM, we believe that sustainable growth is driven by strong partnerships built on trust, shared values and long-term commitment. ASEAN is a strategically important region for our business, and through ASEAN United FC we are proud to support a platform that unites people, strengthens communities and creates lasting impact beyond the game.”
Major General Khiev Sameth, President, ASEAN Football Federation, said: "The ASEAN Football Federation is delighted to welcome HELM as an Official Supporter of our ASEAN United FC events. HELM's remarkable 125-year legacy of trust, spirit of innovation and commitment to creating a positive social impact reflect values that strongly resonate with the AFF and the ASEAN football community.
“HELM's 'Power of Partnership' philosophy embodies the belief that meaningful progress is achieved through collaboration, shared purpose and mutual trust. These principles are closely aligned with the AFF's vision of uniting the ASEAN football family, strengthening our Member Associations and creating greater opportunities for players, clubs and supporters across the region.
“Together, we look forward to building a partnership that not only supports the continued growth of our competitions but also contributes to the long-term development of football and inspires future generations throughout ASEAN."
Seamus O'Brien, President and Chairman of the Board, SPORTFIVE Asia, said: “HELM and SPORTFIVE have been collaborating on sports partnerships for many years. We now look forward to supporting HELM’s ambitions in ASEAN, one of the world’s largest, most dynamic economic and consumer regions, where football is the number one sport and a unifying force.
“As an Official Supporter, HELM will be able to create meaningful community engagement to establish deep, lasting relationships with Southeast Asian football fans and consumers through the region’s four premier events, unified under the ASEAN United FC brand.”
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