Media Release: Daikin Steps Onto the Pitch as Official Partner of ASEAN United FC

The world’s No.1 air conditioning company is betting that the secret to winning isn’t just talent, it’s the air players breathe

Bangkok, June 28 — What does a century-old air conditioning giant have to do with 22 players chasing a ball across a pitch? More than you’d think. The ASEAN Football Federation (AFF) has announced Daikin as an Official Partner of its four flagship 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 deal was brokered by SPORTFIVE, the AFF’s exclusive commercial partner, and it puts one of Asia’s most recognisable brands squarely on the region’s biggest sporting stage.

Daikin has spent a century turning something invisible, air, into a genuine competitive advantage. Founded in Osaka in 1924, the company is the world’s largest air conditioning manufacturer by revenue, with a footprint stretching across refrigeration, heating and ventilation technology as well. Under its long-running slogan “Perfecting the Air”, Daikin has built serious presence across ASEAN and Oceania, from Indonesia and Malaysia to the Philippines, Singapore, Thailand, Vietnam, Cambodia and Australia.

An Unlikely Pairing That Actually Makes Sense

On paper, air conditioning and football look like an odd couple. In practice, the link is obvious once you think about it: football is a game decided by stamina, recovery and the ability to perform in punishing heat, exactly the conditions Daikin has spent decades engineering around. Rather than slap a logo on a jersey and call it a day, Daikin is using this partnership to plant its flag at the intersection of performance and comfort.

As an Official Partner of ASEAN United FC, Daikin is aiming to build genuine affinity with fans across the region, not just brand recognition. Spearheaded by Daikin Industries (Thailand) Ltd., the tie-up leans on the company’s extensive regional network to invest in players, fans and the long-term growth of football throughout Southeast Asia, turning a sponsorship into something closer to a regional movement.

Breathe the Win

“This partnership marks an important step for Daikin in ASEAN and Oceania. Football unites passion, energy and human connection, and it is deeply woven into the lifestyle of the next generation, people whose everyday comfort and well-being we aim to support through better air,” said Mr. Tsutomu Kurihara, President, Daikin.

“At the heart of our work is our brand slogan, ‘Perfecting the Air’, our belief that quality air is the foundation of health and performance. Our campaign concept, ‘Breathe the Win’, carries that vision onto the pitch: sharing inspiration, taking on challenges together, and striving for victory as one. Through this partnership, we hope to help build a healthier and more connected future for communities across the region.”

A Partnership Both Sides Are Betting On

For the AFF, landing a brand of Daikin’s stature is a statement in itself, and the football body wasted no time saying so.

“Daikin is one of the world’s most respected brands, recognised for its commitment to innovation, excellence and improving lives. We are honoured to welcome Daikin to the ASEAN football family as an Official Partner of ASEAN United FC events. Daikin’s dedication to connecting and enriching communities across Southeast Asia aligns closely with the AFF’s vision of advancing football development, strengthening our competitions and creating a positive impact throughout the region. Together, we look forward to bringing the passion and unifying power of football closer to millions of fans across ASEAN,” said Major General Khiev Sameth, President, ASEAN Football Federation.

A Front Row Seat to Millions of Fans

Centralised under the ASEAN United FC banner, the four competitions aren’t just popular, they’re the most watched and followed football events in the region, giving Daikin a direct line into one of the largest and most engaged fan bases anywhere in the world.

“We’re delighted to welcome Daikin, a dominant ASEAN brand and household name, as an Official Partner of the region’s four leading football competitions. Centralized under the ASEAN United FC marketing platform, the ASEAN Hyundai Cup, ASEAN Club Championship Shopee Cup, ASEAN Women’s MSIG Cup and ASEAN U-23 Championship, collectively the region’s most watched and followed events, offer Daikin unprecedented access to one of the world’s largest consumer markets to strengthen their dominance even further,” said Mr. Seamus O’Brien, President and Chairman of the Board, SPORTFIVE Asia.

Already a Trusted Name Off the Pitch

This isn’t Daikin walking into unfamiliar territory. The brand arrives with serious credibility already banked, having been named a Top Influential Brand at the Influential Brands Awards, a recognition reserved for companies that have earned real consumer trust, strong brand equity and a track record of innovation within their industry.

Daikin Singapore picked up the honour at the Influential Brands 2026 Gala Event & Award Ceremony at The Fullerton Hotel, sharing the stage with heavyweight names like Accenture, Singtel, SP Group, NETS, FairPrice Group and UOL Group. It also holds the Top Influential Brand title specifically under the Smart & Eco-Friendly Air-Conditioning category, the exact combination of innovation and sustainability now fuelling its push into football.

Put another way: Daikin didn’t need football to prove it’s a brand people trust. It’s using football to show what that trust can do at scale.

As ASEAN United FC gears up for its next season, Daikin’s arrival signals something bigger than a logo on a banner. It’s a century-old air specialist stepping onto one of the region’s loudest stages, ready to change how millions of fans experience the game, one breath at a time.

Learn more about the ASEAN United FC competitions at aseanutdfc.com and follow @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.

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