Monday, the National Football League announced that the Korean automaker will replace GM as the league’s automotive sponsor. The four-year deal will reportedly double the amount GM paid to $50 million a year. Add to that, the NFL, can still sell the truck category and the rights to give away that vehicle to the Super Bowl MVP. So all said and done the NFL is doing pretty well on the new deal.
As for Hyundai, the sponsorship will put it front and center in front of football fans in hopes of elevating the brand. It will be on the receiving end of the rights to use the NFL logo and brand in its ad spots, plus have access to some of the biggest events on the calendar, such as the Super Bowl. It will also provide promotional vehicles at the Super Bowl and other events throughout the year.
“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,” Hyundai Motor America CEO Dave Zuchowski said in a statement. “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.”
The sponsorship is part of Hyundai’s attempt to beef up its brand image, following a significant increase in quality and reliability over the last several years.
“We are pleased to welcome Hyundai to our family of sponsors,” said Renie Anderson, the NFL’s senior vice president of sponsorship. “We appreciate Hyundai’s enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year.”
GM, the NFL’s outgoing auto partner, had used its lead spot in recent years to heavily promote its GMC brand. It’s expected to continue airing TV commercials during NFL games and promoting its brands at games.
Hyundai will launch its partnership during NFL Kickoff activities on Sept. 10, 2015. Hyundai’s sister company Kia is the official car of the NBA. Chevrolet is the official car of Major League Baseball, while Honda has the NHL.