Tuesday, 08 Jun 2021
Suzuki Cup secures Herbalife deal

Nutrition brand eyes regional growth via Asean national team tournament. 

  • Herbalife secures rights to use tournament marks in its regional branding
  • Wellness brand also able to pursue fan engagement and activation opportunities

The Asean Football Federation (AFF) has added nutritional and wellness company Herbalife as an official supporter for the upcoming Suzuki Cup, in a deal brokered by the Sportfive agency.

According to Herbalife, its sponsorship of the South East Asian national team tournament comes is part of the brand’s strategy to increase its market share in the region.

As an official tournament supporter, Herbalife will have the rights to use official event marks across its marketing platforms, advertising collateral, and product releases around the event.

The Los Angeles-based brand will also get fan engagement media opportunities in South East Asia, as well as being able to display its products during the tournament and conduct activation events.

  • Suzuki returns as AFF Championship title sponsor

AFF president, Khiev Sameth, said: “With a population of over 600 million people where football is the number one sport, the AFF Suzuki Cup offers a priceless link for sponsors to connect with South East Asian fans. Herbalife is a renowned international brand and we are delighted to welcome them into the AFF Suzuki Cup family.”

Malcolm Thorpe, Sportfive's South East Asia managing director, added: “We are confident that this collaboration will provide significant benefits for both parties and look forward to working with Herbalife to promote its high-quality products to football fans across Asia, as we anticipate a thrilling few weeks of competition during the tournament.”

Following the AFF's decision to postpone the original tournament due to the Covid-19 pandemic, the regional soccer body confirmed that that the Suzuki Cup would be moved to December 2021.

Transferred From SportsProMedia