Published on March 25th, 2026
Location: Global
LIQUI MOLY Named Offical Lubricant Partner of ASEAN's Four Leading Football Competitions
Singapore, March 25 2026 - The ASEAN Football Federation (AFF) have today announced LIQUI MOLY Asia Pacific Pte Ltd as the Official Lubricant Partner of its four premier competitions - the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™ and ASEAN U-23 Championship™, collectively branded as ASEAN United FC. The partnership was concluded by SPORTFIVE, the AFF’s exclusive commercial partner.
Founded in Germany in 1957 and widely recognised for its quality, innovation and performance, LIQUI MOLY is a global leader in high-performance lubricants, engine oils and additives, with products sold in over 150 countries. The brand has a longstanding association with sport internationally, and in particular, motorsport, football and rugby.
As Official Lubricant Partner, LIQUI MOLY Asia Pacific Pte Ltd aims to strengthen its connection with hundreds of millions of ASEAN football fans, communities and consumers across Southeast Asia, as the brand expands its footprint in a region which is among the world’s largest markets for motorcycles and passenger cars.
Lars Weber, Chairman & Director, LIQUI MOLY Asia Pacific Pte Ltd said: “We are thrilled to become the Official Lubricant Partner of the ASEAN United FC events and to accompany the region’s premier football competitions – the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™, and ASEAN U-23 Championship™. Representing the LIQUI MOLY brand across key markets including Singapore, Malaysia, Myanmar, Brunei, and Indonesia, we look forward to connecting with millions of passionate football fans and communities throughout Southeast Asia."
Major General Khiev Sameth, President, ASEAN Football Federation, said: “Globally respected and widely recognised across Southeast Asia, LIQUI MOLY Asia Pacific Pte Ltd is another welcome addition to the growing family of Official Partners supporting ASEAN United FC. As an organisation with a longstanding commitment to the advancement of sport worldwide, LIQUI MOLY’s partnership will play an important role in supporting our collective efforts to elevate the performance, development, and professionalism of football across the region. At the same time, this collaboration further strengthens the spirit of unity and shared passion that defines the vibrant ASEAN football community.”
Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia, said: “LIQUI MOLY has been a valued SPORTFIVE client for many years and now, this leading global brand which shares the diversity of Southeast Asia and vibrance of its football fans, brings their innovative, performance-driven spirit to ASEAN football. The ASEAN United FC platform of the region’s four leading events which provides a captive audience of millions of Southeast Asians all bound by a great love for football, strongly aligns with LIQUI MOLY Asia Pacific Pte Ltd’s ambitions to continue expanding its presence and share in one of the world’s fastest growing markets.
Learn more about ASEAN United FC competitions at https://aseanutdfc.com/ and follow @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About the ASEAN Football Federation (AFF)
Headquartered in Kuala Lumpur, Malaysia, the AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA. Founded in 1984, the AFF has 12 Member Associations – Australia, Brunei DS, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Timor-Leste and Vietnam. The organisation administers football in Southeast Asia and manages its regional competitions which include the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™ and ASEAN U-23 Championship among others.
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About LIQUI MOLY ASIA PACIFIC PTE LTD
LIQUI MOLY Asia Pacific Pte Ltd, the official representative of the German premium lubricant brand LIQUI MOLY (est. 1957) in Singapore, Malaysia, Myanmar, Brunei, Indonesia and Japan, offers over 4,000 products for cars, motorcycles, and industrial applications. Guided by the new slogan “FOR THE DRIVERS,” the company is committed to performance, innovation, and supporting the needs of drivers across Asia.
Press contacts
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Shyamala Velappan
SVP, Corporate Communications & Planning, APAC
Shyamala.velappan@sportfive.com +65 8855 1264
