Gillette becomes Official Shaving Partner of ASEAN Hyundai Cup 2026

Gillette has been named the Official Shaving Partner of the ASEAN Hyundai Cup 2026, adding a global consumer brand to the commercial programme for Southeast Asia’s flagship men’s national team tournament.The partnership was concluded by SPORTFIVE, the ASEAN Football Federation’s exclusive commercial partner, as the rights holder continues to package multi-market activations around one of the region’s highest-reach football properties.Saurabh Bajpai, vice-president APAC at Gillette, said: “Football isn’t just a sport in Southeast Asia – it’s a shared passion that brings communities together. The ASEAN Hyundai Cup is a celebration of that passion and energy, and we’re proud to be part of it. "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.”The deal gives Gillette a platform to link a daily-use category to football moments with high frequency and strong social momentum, particularly in markets where national team football delivers broad, mainstream audiences.Major General Khiev Sameth, president of the ASEAN Football Federation, said: “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.“We look forward to working closely with Gillette and our exclusive commercial partners, SPORTFIVE, to celebrate this important milestone in ASEAN football and together, further strengthen the bonds of our ASEAN community through a competition that holds a special place in the hearts of Southeast Asians.”SPORTFIVE positioned the agreement as a high-reach regional play, with the tournament designed to deliver concentrated value across multiple territories rather than a single domestic market buy.Seamus O’Brien, president and chairman of the board at SPORTFIVE Asia, 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.“Opportunities to further strengthen their regional dominance and brand affinity, particularly as we commemorate the Hyundai Cup’s illustrious 30-year heritage with millions of ASEAN football fans, are limitless.”The 2026 edition is scheduled to be contested from July 24 until August 26, with the AFF positioning the anniversary year as an anchor moment for sponsor storytelling and fan-facing campaigns across the region.The next steps are the AFF, SPORTFIVE and Gillette confirming activation plans across tournament media, retail and fan engagement touchpoints as marketing ramps up ahead of the July 24 kick-off.