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On 4 March 2025, the ASEAN Football Federation (AFF) announced a groundbreaking partnership with MSIG, the leading general insurer in ASEAN by gross written premiums, as the first-ever title partner for the region’s premier international women’s football competition. Now rebranded as the ASEAN MSIG Serenity Cup™, the tournament—entering its 13th edition—carries a rich heritage dating back to 2004 and has long showcased top-tier female talent from across Southeast Asia.
This historic deal follows earlier announcements naming MSIG as the Official Insurance Partner for key AFF events, including the ASEAN Mitsubishi Electric Cup™ 2024, ASEAN Club Championship Shopee Cup™, and ASEAN U-23 Championship™, collectively known as ASEAN United FC. The partnership, finalized by global sports marketing agency SPORTFIVE, underscores AFF’s commitment to elevating women’s football throughout the region.
The competition will feature eight teams—defending champions Philippines, four-time winners Thailand, three-time winners Vietnam and Cambodia, along with Indonesia, Myanmar, Singapore, and the 2023 FIFA Women’s World Cup semi-finalists Australia—battling for the coveted title and the new MSIG Serenity Cup™ trophy. Reflecting the rapid rise of ASEAN women’s football on the international stage, this partnership not only bolsters the tournament’s legacy but also aims to inspire and empower future generations of female footballers.
Clemens Philippi, CEO of MSIG Asia, stated, “Football embodies the values we embrace—teamwork, passion, fair play and resilience. This partnership is a celebration of these values and our commitment to gender equity.” AFF President Major General Khiev Sameth and Seamus O’Brien, President and Chairman of SPORTFIVE’s APAC, echoed this vision, emphasizing that the collaboration will help reshape the future of women’s football in ASEAN both on and off the field.
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