Get ready to see Hyundai’s name every time you tune into the World Cup through 2022. Hyundai has inked a deal with the world soccer governing body, FIFA, to an unprecedented long-term commitment for sponsoring the FIFA World Cup in 2018 and 2022 as the official automotive partner.
Hyundai made the following announcement: “Based on the success of its sponsorship over the past three FIFA World Cups, Hyundai decided to renew the partnership agreement four years ahead of the expiration date, showing the dedication and commitment the two organizations have toward each other with shared corporate values and visions. The additional eight year extension will entitle Hyundai to gain sponsorship rights to all FIFA competitions, exclusive marketing opportunities, extensive global media exposure and affiliation with FIFA’s special events and development initiatives.”
It’s a relationship that goes back 11 years. While Hyundai is the automotive sponsorship, the placement of its name helps the Hyundai brand in general. Across the world, it has diverse interests that benefit from the constant exposure of the World Cup, which is watched by more than a billion people on televisions across the world. Heck, even the U.S. is beginning to tune it.
“Since our first association with FIFA in 1999, our commitment and support for FIFA has been unrivaled,” said Mong-Koo Chung, Chairman and CEO of the Hyundai Motor Group, said in a news release. “FIFA has set a benchmark for us, pushing our brand value and exposure to the highest levels. We are confident that this renewal will further enhance our business values and corporate vision.”
Hyundai has served as the official automotive supplier in the 2002, 2006 and 2010 FIFA World Cup. As the Official Automotive FIFA Partner, Hyundai will support FIFA for the transportation operation on a global basis for the next 12 years, including the current contract term until 2014. Hyundai will provide a full range of models to satisfy all requirements for the three editions of FIFA World Cup in 2014, 2018 and 2022 and other FIFA competitions through its sprawling distribution network.
“We are extremely happy to extend the partnership with Hyundai as one of the top FIFA partners who will provide active support for an additional two editions of the FIFA World Cup™,” said FIFA President Joseph S. Blatter. “Hyundai is a true partner who understands and shares our philosophy and passion for the game. FIFA is confident that Hyundai will continue to support us in developing the sport and further extending its reach around the world.”