[Photo provided by Hyundai Motor Co.]
South Korea’s Hyundai Motor Co. is accelerating its sports marketing campaign in Europe by signing a deal to sponsor for Spanish football club Atletico Madrid only two days after it announced its sponsorship for English Premiership giant Chelsea Football Club.
The nation’s auto giant said Wednesday (local time) that it has become a new partner of the Spanish La Liga football club until 2021, its third partnership with a European football team following that with French club Olympique Lyonnais and English Premier League club Chelsea. It will support 5 billion won ($4.6 million) to 6 billion won a year, according to sources. It signed a sponsorship agreement with Chelsea on Monday (local time).
The Spanish football club established in 1930 has won La Liga 10 times, the Copa del Ray 10 times and the Union of European Football Associations (UEFA) Champions League three times. It is one of the three major football clubs in Spain along with Real Madrid and FC Barcelona.
Hyundai Motor has agreed to become a sleeve sponsor of the club until 2021. The company’s logo will be presented at stadiums during matches of Atletico Madrid and it will display its cars at Wanda Metropolitano, the home stadium of the team.
“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,” said Andreas-Christoph Hofmann, vice-president of marketing and product at Hyundai Motor Europe.
The sponsorship is the latest sports marketing that Hyundai Motor has been actively promoting. It has been a partner of the Fédération Internationale de Football Association (FIFA) since 1999 by signing an agreement to sponsor 13 FIFA competitions including the 2002 FIFA World Cup Korea/Japan. It has also been supporting French football club Olympique Lyonnais since 2012 and recently announced a new sponsorship to English Chelsea Football club.
By Lee Seung-hoon and Choi Mira
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