From pitch to platform: Shopee Cup brings football and fandom to life across ASEAN

The excitement is building, and the stage is set for the inaugural Shopee Cup, a landmark event that unites the ASEAN region through the shared love of football. As the tournament heats up, it’s more than just a competition - it’s a celebration of local talent, regional pride, and the exhilarating energy of the beautiful game. From the exhilarating matches to the unforgettable fan experiences, Shopee Cup is set to become a new iconic tradition for football lovers across Southeast Asia.

From thrilling match-day activities to interactive digital experiences, Shopee Cup is not only about the football; it’s about creating lasting memories and bringing fans closer to the action like never before.

What is Shopee Cup?

For the uninitiated, Shopee Cup is Southeast Asia’s first-ever official regional club competition to crown an ASEAN Club Champion annually. It is driven by the passion for club football in one of the world’s largest consumer markets and Shopee’s home region.

But don’t be mistaken, this isn’t just another sponsorship play. It’s a multi-market, experience-led campaign that shows how brands can move beyond logos to create something meaningful for the communities they serve.

In partnership with ASEAN United Football Championship (AUFC), Shopee Cup is an annual football tournament, with the eCommerce platform as the title sponsor and the presenting partner to the ASEAN Championship.

Shopee Cup was inspired by Shopee’s belief in the unifying power of football and long-standing commitment to serving and engaging communities across Southeast Asia. Shopee also saw the opportunity to create something meaningful that reflects the diversity, energy and passion of ASEAN.

In addition, the sport cuts across borders, cultures and languages, making it a rare unifier in a region as diverse as ASEAN. It offers a shared passion that brings people together, regardless of background, mirroring the role Shopee hopes to play in connecting communities across Southeast Asia.

“Football connects people across different backgrounds and speaks a universal language — much like Shopee’s role in the region. By launching the Shopee Cup in partnership with the ASEAN Football Federation and SPORTFIVE, we aim to support the growth of ASEAN football and bring fans together through a celebration of talent and sportsmanship,” said Pan Huiyan, head of regional marketing, Shopee, in conversation with MARKETING-INTERACTIVE.

“Ultimately, this partnership allows us to champion both the sport and the spirit of the region, while building long-term affinity with our brand. We’re proud to support a platform that not only celebrates the best of ASEAN football, but also reflects Shopee’s mission to make everyday experiences more connected, meaningful, and enjoyable for our users,” added Pan.

The tournament will be played in a league format with qualifying play-offs and a group stage, featuring 14 of ASEAN’s leading football clubs, competing in 40 matches. The inaugural 2024-25 Shopee Cup season kicked off on 17 July last year and will run through to 21 May 2025.

Participating countries and teams include the Lion City Sailors FC (Singapore), Kuala Lumpur City FC and Terengganu FC (Malaysia), Buriram United FC and BG Pathum United FC (Thailand), Công An Hà Nội FC and Đông Á Thanh Hóa FC (Vietnam), PSM Makassar FC and Borneo FC (Indonesia) and Kaya FC (Philippines).

It also includes Shan United FC (Myanmar), Svay Rieng FC (Cambodia), Young Elephants FC (Laos) and Kasuka FC (Brunei).

Celebrating regional pride

Shopee Cup is a celebration of regional pride, bringing communities together through a shared passion for football. It creates opportunities for local clubs to compete on a bigger stage and gives fans more ways to support their teams and connect with the sport.

“While we are competing as a club, it still feels like we are representing our country. Other teams in ASEAN are also playing on behalf of their nations, making the competition intense and thrilling,” said BG Pathum United FC’s Thai football player Teerasil Dangda, in conversation with MARKETING-INTERACTIVE.

“My first game in the tournament was against Svay Rieng, and it was a special one. I scored, helped the team secure a victory, and was named MVP. It was a great day and a moment I will always cherish,” he added.

On the left: Thai football player Teerasil Dangda celebrating his team’s first win at Shopee Cup following a 2-1 victory over Cambodia’s PKR Svay Rieng FC on 25 September 2024
On the right: Vietnamese football player Le Van Do (far right) of Công An Hà Nội FC in the semi-final match against PSM Makassar FC on 30 April 2025

Building on Shopee’s roots in supporting local communities, the Shopee Cup shines a light on the passion and talent within the region’s football scene.

“As a young player, competing in an international tournament allows me to learn and gain valuable experience. That’s why I encourage young players to seize every opportunity to showcase their abilities, learn from their senior teammates, and even from their opponents. These are all precious lessons and chances for growth,” said Le Van Do, Vietnamese footballer for Công An Hà Nội FC.

What football fans can look forward to

Shopee Cup isn’t just transforming regional football, it’s also redefining how fans experience the game in the digital age. With livestreams, interactive content, and in-app engagement, the tournament blends eCommerce, entertainment and sport to create a more immersive and accessible experience for fans across the region. It’s a format that resonates especially with younger, digital-first audiences, while staying rooted in the pride people feel for their home teams and local heroes.

PSM Makassar FC players at a pre-match training

“It’s also good to see players and teams from different cultures and religions coming together for football. This competition can elevate ASEAN football in a good way,” said Bernardo Taveres, head coach of Indonesian football club PSM Makassar FC.

During the event, football fans can look forward to numerous match-day activities. This includes the ‘Halftime Shopee Shake’. During halftime, viewers can participate and play the Shopee Shake game on their Shopee app to earn Shopee Coins. The Shopee Coins earned during the Halftime Shopee Shake can be used to offset purchases within the Shopee app.

Host and audience participating in the Halftime Shopee Shake at Pathum Thani Stadium on 7 May 2025

Beyond the pitch, Shopee also took the tournament into communities through its ‘Shopee Cup Trophy Tour’. The ‘Trophy Tour’ is an offline activation designed to raise awareness and bring fans closer to the action. It featured up-close interactions between users and participating football players, offering fans a chance to connect with the sport beyond the stadium.

As part of the ‘Trophy Tour’, fans were also treated to a range of exciting activities, both online and offline. On-site, they could enjoy interactive in-app and on-ground games, visit booths hosted by partner brands, and experience cheerleading and freestyle performances.

In addition, fans had the chance to meet and greet football personalities and watch live on-stage interviews. They could also get up close with the Shopee Cup trophy, a handcrafted piece by renowned trophy makers Thomas Lyte, symbolising the unity and competitive spirit of ASEAN’s nations.

On the left: Shopee Cup Trophy Tour in Bangkok on 30 August 2024 featuring BG Pathum United FC and Buriram United FC players. From left to right: BG Pathum United FC’s Chaowat Veerachat, Ikhsan Fandi and Chanathip Songkrasin; and Buriram United FC’s Narubadin Weerawatnodom and Siwarak Tedsungnoen.
On the right: Young fan playing a football game at the Shopee Cup Trophy Tour in Hanoi, Vietnam on 24 August 2024

“Our primary goal is to create a meaningful and memorable experience for fans across Southeast Asia. While we hope to see strong turnout and high engagement, what matters most is that the Shopee Cup becomes a tournament that fans genuinely look forward to — one that strengthens their connection with the sport and deepens their sense of regional pride,” said Pan.

“If we can help establish a new tradition in ASEAN football that resonates with communities, we would consider that a successful outcome,” she added.

Additionally, users from home can participate in ‘Lucky Prize’, a surprise game accessible via the Shopee Cup microsite within the Shopee app. The feature gives users the chance to win Shopee Coins and attractive seller vouchers, adding an extra layer of fun and rewards, offering fans an immersive way to celebrate and connect with the Shopee Cup experience – anytime, anywhere.

Wrap up of learnings

Shopee Cup serves as a prime example of how brands can build equity and affinity by creating platforms and campaigns that blend lifestyle with brand values. By going beyond simple brand placements, Shopee has added real value to the fan experience, making it more than just a namesake. This approach aligns with Shopee’s goal of connecting with new e-commerce shoppers across Southeast Asia, while still engaging their loyal, existing customers.

Reflecting on the broader strategy, Pan said, “Shopee Cup is part of a broader strategy to deliver rich, localised experiences that matter to our users. Looking ahead, we are committed to sustaining momentum through more diverse content formats and deeper partnerships across entertainment and sports.”

“Our focus remains on fostering long-term engagement — whether through future seasons of Shopee Cup or other innovative campaigns that celebrate the passions of our communities,” added Pan.

Shopee Cup marks more than just a new chapter in regional football; it reflects Shopee’s deeper commitment to creating experiences that resonate with fans across Southeast Asia. By uniting clubs, communities, and cultures, the tournament fosters a stronger sense of regional pride and a lasting connection to the sport.

While the focus remains on the football, Shopee Cup also plays a strategic role in reaching younger, digital-first consumers. It provides a unique opportunity to engage with users in fresh and meaningful ways, grounded in what they truly care about.

As the tournament grows, Shopee aims to build a tradition that fans genuinely look forward to - not only for football, but for the shared identity and celebration it brings. With more seasons, more stories, and even more ways to connect, Shopee Cup is just one part of Shopee’s wider journey to create localised, engaging experiences across the region.

This article was written in collaboration with Shopee.