Hyundai was reportedly in talks to replace General Motors as the official sponsor of the National Football League in the U.S., as GM opted out to renew its contract it had held since 2001. Now, it’s official, Hyundai is in, GM is out.
Hyundai and the NFL announced a four-year sponsorship deal today for the Korean automaker. With the sponsorship, Hyundai gains access to the NFL’s trademarks in its own advertising, and receives preferred marketing access in regards to NFL events such as the draft and Super Bowl.
Hyundai sales in the U.S. have fallen despite new product, and it sees the NFL sponsorship as an avenue to reach new consumers. 24 of the 26 major sporting events involved the NFL, and 37 percent of respondents in a recent survey said they were more likely to recommend a product based on the sponsorship.
Meanwhile, General Motors says it plans to move its marketing and sponsorship efforts elsewhere. GM’s last sponsorship with the NFL focused much around the GMC brand.
General Motors had paid $25 million annually for the sponsorship, not including additional advertising costs. Financial terms for Hyundai were not provided in the disclosure.
Comments
GM was the official car?
Better put this lost money to the tech center and continue the further development of new product.
Let Hyundai get taken.
Hyundai sales are down as many people who bought found out they have a good warranty for a reason.
Yawn
Lol Korean company is America’s game
GMC was ‘the official vehicle of the NFL’. Basically bought them nothing – couldn’t use players in uniform. If you show one logo, you have to show all.
You can’t use most stadiums, because they’re sponsored by Ford or Qualcomm or whoever. That money (though it pales in comparison to Chevy’s crazy Man U deal), is best spent elsewhere.
Funny that Hyundai is NFL, Kia is NBA, Korean sister brands that aren’t likely to be parked in LeBron’s or Aaron R’s garages. Unless they give one to their Nancy’s.
Being the official league sponsor means squat. Every team can have their own car sponsor like the cowboys have had ford for years. People are way more loyal to their favourite team rather then being loyal to the shield
Better put some of that $25M toward increasing Cadillac’s reach and exposure. The country needs know about their great products — about which, it would seem, nobody has heard a thing.
I didn’t know that the South Koreans played American football!!