Yanmar Holdings enters into official sponsorship of the ASEAN Football Federation’s (AFF) four major national team and club events: the ASEAN Championship, the ASEAN Club Championship Shopee Cup, the ASEAN MSIG Serenity Cup, and the ASEAN U-23 Championship, collectively branded as the ASEAN United FC.
The partnership is an extension of Yanmar’s sponsorship of the ASEAN Championship from 2016 to 2022. Yanmar has built a strong presence in Southeast Asia, a strategically important region as the company continues to expand its global reach. As a provider of technologies and solutions across agriculture, construction, marine and energy systems, Yanmar continues to deepen its involvement in ASEAN football.
In response to the devastating earthquake of March 28, 2025, the company has announced a significant donation of equipment valued at US$100,000 to support affected ASEAN countries. Working with the AFF to coordinate the distribution of the equipment for earthquake relief efforts, this initiative highlights Yanmar’s dedication not only to growing football in ASEAN countries, but to supporting the communities it serves.
“Football transcends borders and cultures, bringing people together as a force for good,” said Motoo Isogai, Divisional Manager, Sports Business Office, Marketing Division, Yanmar Holdings. “Through our partnership with the AFF and support for earthquake relief, Yanmar is proud to contribute to both the sport and the communities of Southeast Asia. We remain committed to creating a world of rich and fulfilling experiences, on and off the field.”
Major General Khiev Sameth, President of the AFF, said: “Yanmar’s impact reaches well beyond the boundaries of football. In the wake of the recent earthquake, their contribution of equipment has offered tangible hope to those facing hardship across our region. On behalf of the AFF and our Member Associations, I extend our heartfelt thanks for this timely and compassionate gesture. Yanmar has proven to be more than a sponsor, they are part of the ASEAN football family. We look forward to continuing our shared mission of advancing the game and uplifting communities throughout Southeast Asia.”
As part of its mission to realize a society that offers an exciting life filled with rich and fulfilling experiences, Yanmar actively supports youth development and sports sponsorship, with a strong focus on football and marine sports. In Thailand, Yanmar runs the Yamaoka Hanasaka Academy, a program dedicated to nurturing the next generation of Thai football talent. The company also maintains a long-standing partnership with J1 League club Cerezo Osaka, which currently features world-renowned player Shinji Kagawa. Through these initiatives, Yanmar globally embodies its values of “HANASAKA.”
