Insurer MSIG Boosts ASEAN Women’s Football With Landmark Title Sponsorship Deal 

In a bid to boost international women’s football in Southeast Asia, insurer MSIG has secured a landmark deal with the ASEAN Football Federation (AFF) to become the title sponsor of the Serenity Cup.  

Following the deal brokered by AFF’s exclusive commercial partner Sportfive, Clemens Philippi, CEO, MSIG Asia said,  “Football embodies the values we embrace — teamwork, passion, fair play and resilience. This partnership highlights the power of sport to inspire and unite, and reflects MSIG’s commitment to gender equity.”

“Through this partnership, we celebrate the spirit of football and empower communities across ASEAN to dream big, achieve their goals, and reach new heights—confident in the protection MSIG provides. Our goal through this partnership is clear: elevate women’s football in this region.”

Major General Khiev Sameth, President, AFF, affirmed, “Our partnership with MSIG, a company that promotes gender equality, is founded on a shared vision to develop and advance ASEAN women’s football on all levels.”

“It also marks a transformative era for the women’s game throughout the region. A strong focus on ASEAN’s leading women’s tournament – the MSIG Serenity Cup and empowering ASEAN women players and national teams to achieve their aspirations will inspire current and future generations of female footballers.”

Prior to this deal, MSIG became the Official Insurance Partner for AFF’s major national team and club tournaments under the ASEAN United FC umbrella last December. 

First held in 2004, the upcoming edition of the MSIG Serenity Cup will feature eight international teams; Thailand, Philippines, Vietnam, Cambodia, Indonesia, Myanmar, Singapore and Australia fighting for the coveted title in June 2025.    

According to ASN data, financial services/insurance (13.3%, ~US$3.6m) are the 6^th biggest investors in the women’s football sponsorships across Asia since Q222, with an average quarterly investment of US$299k during this period. The MSIG deal will certainly boost the forecast for Q125.