SEOUL—Hyundai Motor Co. has replaced General Motors as an
official sponsor of the NFL, signing a four-year deal that gives
the South Korean company a platform at some of the most viewed
events in the U.S., such as the Super Bowl and National Football
League playoffs.
Hyundai is struggling to compete in the U.S. with rivals such as
Toyota Motor Corp. as supply issues, unfavorable currency-exchange
rates and a sedan-heavy lineup lowered its appeal to American
consumers. Hyundai's U.S. sales in May fell 10.3% from a year
earlier, while the broader auto market rose 1.6%.
The sponsorship will allow Hyundai to use NFL trademarks in its
advertising and give it marketing access to big events throughout
the year, Hyundai said. The company will also provide promotional
cars at events such as the Super Bowl.
"There is no better venue to reach consumers," Hyundai Motor
America's chief executive Dave Zuchowski said. "We are pleased to
welcome Hyundai to our family of sponsors," added the NFL's senior
vice president of sponsorship, Renie Anderson. Neither Hyundai nor
the NFL said how much the deal cost.
The sponsorship will begin at the start of the season on Sept.
10. General Motors had sponsored the NFL from 2001 until last
season, which the U.S. auto maker said would be its last.
Sales of sport-utility vehicles and trucks are booming in the
U.S. and South Korea, but Hyundai offers only two SUVs in the
U.S.--the compact Tucson and the midsize Santa Fe, and no pickups.
Hyundai's biggest market is China, where it sells mostly
sedans.
Hyundai is an increasingly familiar sponsor of sports events,
including the soccer World Cup after it signed an agreement with
FIFA, the global governing body of the sport, in 1999. Hyundai's
affiliate, Kia Motors Corp., is also an official sponsor of the
National Basketball Association in the U.S.
Write to In-Soo Nam at In-Soo.Nam@wsj.com
Access Investor Kit for Toyota Motor Corp.
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=JP3633400001
Access Investor Kit for General Motors Co.
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=US37045V1008
Access Investor Kit for Toyota Motor Corp.
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=US8923313071
Subscribe to WSJ: http://online.wsj.com?mod=djnwires