Sports Sponsorship: Hyundai’s 2nd deal in 3 days, it’s Atletico Madrid after Chelsea

Hyundai signs deal with Atletico Madrid - InsideSport

Hyundai, one of the key sponsors for the FIFA World Cup 2018 with its sister company Kia Motors, has inked its 2nd club football sponsorship deal in three days as Spanish La Liga side Atletico Madrid followed Premier League club Chelsea.

Korean automotive company Hyundai is on sponsorship signing spree. After taking sleeve sponsorship of Chelsea earlier this week, the leading car brand has inked a similar contract as the new sleeve sponsor of Spanish La Liga club Atlético Madrid.

Andreas-Christoph Hofmann, vice-president of marketing and product at Hyundai Motor Europe, said: “Along with our existing partnership with Olympique Lyonnais and our recently-announced partnership with Chelsea, this is a fantastic next step in our new pan-European partnership approach that will include other top clubs in Europe.”

Hyundai will also serve as the club’s global automotive partner as part of the multi-year deal, which covers all domestic competitions until 2021.

Hyundai Motor Company has earlier this year also extended the agreement with the world football governing body FIFA to an unprecedented long-term commitment for sponsoring the FIFA World Cup in 2018 and 2022 in the product category of an Automotive Official Partner.

The brand is also displayed prominently on all the team buses at the FIFA World Cup 2018 in Russia.

The Atletico Madrid deal marks the first partnership of its kind for Hyundai in the Spanish market. The deal comes after Hyundai was announced as the sleeve sponsor of English Premier League club Chelsea earlier in the week. Hyundai and Chelsea have signed a four-year deal that begins with the 2018-19 season.

Through its partnership with Atlético Madrid, Hyundai will provide a fleet of cars to the club and receive a match-day presence through LED perimeter branding, as well as media and digital content rights. A range of co-branded initiatives will also be organised to promote the partnership.

The company is increasing its global football portfolio by the day.

Hyundai has been a top-tier partner of FIFA, football’s global governing body, since 1999. It is also the main shirt sponsor of French Ligue 1 team Olympique Lyonnais.