Yanmar extends sponsorship of AFF Suzuki Cup

AFF Suzuki Cup final second leg match between Vietnam and Malaysia at Muy Dinh National Stadium on December 15, 2018 in Hanoi, Vietnam. (Photo by Stanley Chou/Getty Images)

Japanese diesel engine manufacturer Yanmar has renewed its sponsorship of the AFF Suzuki Cup to cover this year’s tournament, the company’s third partnership with the championship.

As an official sponsor Yanmar can display its brand prominently on various platforms, including perimeter advertising boards, event backdrops, in-stadia TV commercials and other official tournament print collaterals. It will also have the opportunity to organise fan activities and promotions around the matches, to engage with football fans from across the region.

The deal was brokered by Sportfive, the exclusive commercial partner of the AFF Suzuki Cup. Held biennially, the AFF Suzuki Cup is Southeast Asia’s premier football tournament.

As part of the sponsorship, Yanmar will also host event spaces at selected matches, where it will present the company’s agricultural solutions to demonstrate its ongoing commitment to Southeast Asia.

In the press release announcing the deal, Sota Harayama, head of the sports business promotion office of Yanmar holdings said: “As a partner of the AFF Suzuki Cup 2020, we are proud to showcase our commitment to further the development of Southeast Asian football through technology and a shared love of sports.”

Malcolm Thorpe, managing director, Southeast Asia at Sportfive, said: “Yanmar’s remarkable success from its association with the preceding tournaments is testament to the AFF Suzuki Cup’s prowess in elevating the status of brands among fans in the region. We look forward to continue supporting international brands like Yanmar to harness the passion points of fans as well as grow their brand equity.”

This year’s Suzuki Cup is scheduled to take place between November and December. Matches at the last Suzuki Cup, in 2018, drew more than 750,000 attending fans in total.