Gillette Named Official Shaving Partner of ASEAN Hyundai Cup™ 2026

The ASEAN Football Federation (AFF) has announced Gillette as the Official Shaving Partner of the ASEAN Hyundai Cup™ 2026.

Brokered by global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner, the strategic commercial transaction aligns the world’s leading shaving brand with Southeast Asia’s premier international football tournament. Gillette maintains a highly dominant consumer footprint across the ASEAN region, serving millions of individuals through its extensive portfolio of high-performance male and female personal grooming products.

Commenting on the partnership, vice-president of APAC Gillette, Saurabh Bajpai, said: “Football isn’t just a sport in Southeast Asia, it’s a shared passion that brings communities together.

“Through this partnership, we want to give our consumers experiences that go beyond the game, and continue to champion the values that define Gillette, performance, confidence, and precision, both on and off the pitch,” he said.

President of ASEAN Football Federation, Major General, Khiev Sameth, added: “Gillette is an internationally renowned brand name and a company that is committed towards inspiring and creating positive change around the world through its sports sponsorships and community-focussed campaigns.

“We are honoured to welcome Gillette into the ASEAN football family at such a symbolic moment, as we mark the 30th anniversary of the Hyundai Cup™ this year,” Sameth said.

Expressing their enthusiasm about the partnership, president and chairman of the Board – SPORTFIVE Asia, Seamus O’Brien, said: “With its decades-long history in football both on the pitch and in communities throughout the world, Gillette is a valuable addition to the Hyundai Cup™ 2026 family of Official Partners.”

“As ASEAN’s biggest event that is the pride of Southeast Asians, the Hyundai Cup™ offers Gillette unparalleled reach like no other can, in this dynamic region,” he said.

By securing an official designation with the Hyundai Cup™, Gillette aims to leverage the unparalleled regional reach of the competition to further strengthen its market share and brand affinity within a highly dynamic economic landscape. The commercial activation will focus heavily on consumer experiences that extend beyond matchdays, championing the core values of meticulous preparation, performance, and confidence.

The tournament is scheduled to take place over a month-long winter window, running from 24 July to 26 August 2026. The sporting framework features 11 ASEAN national teams competing in a high-stakes format to be crowned the official champions of the region.

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