Building the digital home of ASEAN football.
Working with SPORTFIVE, we’ve designed, developed and continued to evolve the ASEAN United FC website and platform, bringing multiple football competitions together through one connected digital experience.
Our work spans the fan-facing website, tournament and match experiences, interactive features and a dedicated media centre. Early branding, strategic planning and performance marketing support the platform’s role in connecting fans with ASEAN football.
The priority.
ASEAN United FC needed a digital home that could bring together its competitions while giving each tournament a distinct presence.
Fans needed clear access to fixtures, results, standings, news and video across devices and markets. Behind the experience, the platform needed to support publishing, tournament updates, sponsor visibility and the demands of a changing football calendar.
The objective was to create a product that could develop across competitions and seasons, supporting deeper fan engagement over time.
Our approach.
We designed the platform around a shared tournament framework, combining consistent navigation and functionality with flexibility for individual competition identities, content and formats.
Working closely with SPORTFIVE, we connected information architecture, UX and UI design, development and ongoing product support. This allowed the experience to evolve through tournament launches, new seasons and changing requirements.
Alongside delivery, our strategic work explored how the website could anchor a broader fan ecosystem, connecting audience acquisition, participation and long-term commercial value.
The work.
One platform, multiple competitions.
We designed and developed the central ASEAN United FC website and a reusable framework for its tournament experiences.
The platform brings together the Hyundai Cup, Shopee Cup, MSIG Cup and U-23 Cup under one digital home. Shared structures support consistency across competitions, while allowing their branding, schedules and content to change independently.
Bringing the match experience together.
We developed and refined the journeys through fixtures, match pages, results, standings and statistics, alongside tournament brackets and qualifying and knockout stages.
The work extends to mobile presentation, fixture timezones, countdowns and live-match interfaces. These details help fans follow the competition before, during and after each match.
Giving fans more ways to participate.
Beyond news and results, our product work has included prediction-game functionality, All-Star voting and a fan-card generator.
Campaign hubs and tournament activations create additional ways to engage with the platform, while supporting sponsor presence within the fan experience.
Supporting the teams behind the platform.
We extended the platform with a dedicated media centre, giving accredited media access to news, event information and approved assets.
The work covers access requests, account management and controlled asset distribution, alongside administrative tools for the team managing the service. Ongoing improvements also support publishing and content management across the wider platform.
Connecting brand, strategy and audience acquisition.
Our early branding work helped establish the foundations for the digital experience. We subsequently developed strategic recommendations connecting fan acquisition, engagement and retention with the value of ASEAN United FC’s owned platforms.
Performance marketing supports audience reach and acquisition around tournaments and campaigns, with media planning, campaign management, tracking and reporting connecting activity to defined objectives.
The result.
ASEAN United FC has a shared digital platform serving multiple competitions, bringing tournament content, match information and fan participation together in one destination.
The common framework provides a foundation for new seasons, competition updates and additional features. The media centre extends that foundation to the people covering the tournaments, supporting both the public experience and the operations behind it.
Together, this creates a platform on which ASEAN United FC can continue building its fan relationships and commercial offering.
Ongoing work
We continue to evolve the website and platform through UX and UI improvements, feature development, technical SEO, maintenance and match-period support.
The focus is on improving the experience across the football calendar and keeping the product ready for changing tournament, fan and operational needs.
“We worked with Tim and the team on developing a new brand identity for the ASEAN Club Championship that we are scheduled to launch with the ASEAN Football Federation. The creativity, attention to detail and quality of execution was second to none. The output speaks for itself. We consider the team a reliable and safe pair of hands, even for the most challenging of tasks.”
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.