South Korea's leading automaker, Hyundai Motor Co., said Tuesday it has clinched a four-year sponsorship deal with the National Football League as part of efforts to tap deeper into the U.S. market via the most-viewed sports league there.
With the latest deal, the Seoul-based carmaker replaces U.S. auto firm General Motors Co., which has had ties with the NFL since 2001.
Hyundai Motor did not reveal the exact amount of the sponsorship deal, but industry watchers estimate it at some $25 million.
Hyundai said the sports marketing deal will allow its use of the NFL's trademarks as well as provide access to its major events, including the Super Bowl and NFL playoffs.
The South Korean carmaker will also be able to display promotional vehicles at the Super Bowl and other events.
"We can't wait to show the NFL's 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup," said Hyundai Motor America President Dave Zuchowski.
The latest deal comes amid Hyundai's struggles to compete against its rivals in the world's No. 2 car market. In May, Hyundai saw its sales in the U.S. plunge 10.3 percent from a year earlier, which is in contrast to the 1.6 percent growth in total auto sales there. (Yonhap)
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