Sports Sponsorship: AS Roma signs Hyundai as global automobile partner

AS Roma signs Hyundai as global automobile partner

Italian Serie A club AS Roma has signed a multi-year sponsorship deal with Hyundai.

The three-year deal will see the South Korean multinational automobile brand Hyundai become the new global automotive partner of The Giallorossi and will also benefit from its logo emblazoned on the back of the club’s shirts until the end of the 2020-21 campaign.

This agreement marks Hyundai’s first ever partnership in the Italian football market and will see the company work closely with AS Roma on a number of innovative and invaluable initiatives for the benefit of the club’s fans, aiming to make games more accessible for fans with a range of mobility options.

As part of the agreement, the Hyundai brand will also be visible around the Stadio Olimpico and Trigoria training centre, as well as on social media and other brand spaces.

To celebrate the launch of the new partnership, AS Roma first-team players Edin Dzeko, Javier Pastore, Bryan Cristante and Cengiz Ünder feature in a new video, filmed at the club’s Trigoria training facility.

The video shows a group of dedicated supporters, invited for an exclusive behind-the-scenes tour, enjoy an extra special moment when they are unexpectedly surprised by the players during their visit and presented with personalised 2018-19 shirts.


Through this announcement, Hyundai extends its long-standing presence in football at the highest level, having been continuously engaged in national and international competitions for the last 20 years. The club has also been a long-standing partner of the FIFA World Cup.

Guido Fienga, chief operating officer at AS Roma “We are delighted to be announcing our new partnership with Hyundai, one of the most successful automotive companies in the world. Our common ambitions for innovation and excellence has made it very easy to close this agreement. We shall be proud to wear the Hyundai name on our back shirts and we look forward to working closely with Hyundai as they seek to entertain and engage our global fanbase.”

Andreas-Christoph Hofmann, Vice President Marketing & Product at Hyundai Motor Europe, said, “This partnership is another major milestone for Hyundai and adds to a growing list of domestic football sponsorships in capital cities across Europe following our deals with Chelsea FC, in London, Club Atlético de Madrid and Hertha Berlin.

“AS Roma is another club with a hugely passionate fanbase that aligns with our strategy of placing fans at the heart of all our activities, and we look forward to giving back to these fans over the course of the upcoming season and beyond.”

The partnership with AS Roma also adds to a growing portfolio of pan-European football club engagements for Hyundai, following the brand’s recent sleeve sponsorship announcements with Chelsea FC of the English Premier League, Club Atlético de Madrid of La Liga and Hertha Berlin of the Bundesliga.

Also Read: Betway to sponsor AS Roma kits in a 3 year deal