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A South Korean company based in Seoul with interests ranging from departmental stores to motor vehicles, and a high profile as a sponsor of the men's football World Cup, the Euro (the championship for national teams), and the UEFA Champions League. The value of its World Cup sponsorship at the 2006 World Cup in Germany included exposure, through perimeter board advertising in the stadium, to ‘an accumulative TV audience of 34 billion in 239 countries at an average of almost 13 minutes per game’ (Hyundai, 2006 FIFA World Cup Germany Sponsorship Report). In the final match, board exposure was for twenty minutes. Its ‘Hyundai Fan of the Match’ was adjudged a success, an ‘on/offline’ integration delivering ‘more excitement’. As the ‘automotive’ category of official partner for the World Cup, it also secured invaluable levels of exposure of its motor products. Hyundai's sponsorship strategy has successfully branded the company as a modern, dynamic corporate body, so showing the power of sport and its associations to overturn stereotypes and preconceptions concerning so-called less-developed, or developing, societies.

Subjects: Sport and Leisure.

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