South Korea’s Hyundai, the world’s fifth largest automaker when taken with affiliate Kia Motors, is passionate about sports endorsements – nailing FIFA’s World Cup in soccer and now America’s NFL.
The carmaker has recently announced after numerous reports that it will endorse the National Football League through a four-year partnership that will start on September 10, becoming its “official automotive sponsor” and filling a slot that belonged for years to GM’s GMC brand. This is the second latest piece of positive news about the automaker that has in recent months lost some steam on the US market, after together with its affiliate Kia Motors managed to rank on top of the highly influential annual Initial Quality Study by J.D. Power & Associates, with the duo besting every other American, European and Japanese competitors. “We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story,” commented Dave Zuchowski, president and CEO, Hyundai Motor America, about the NFL endorsement. “We can’t wait to show the NFL’s 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup.”
Thanks to the new deal, Hyundai will make use of NFL’s trademarks across its marketing channels, including branded content, advertising and promotional materials, said the automaker. Naturally, the endorsement has Hyundai supplying the necessary vehicles across a host of NFL events, including the Super Bowl and several others. The rights were previously held by General Motors’ GMC brand for $25 million per year, starting with 2001.