Thursday, 6 June 2013

Hyundai Furthers FIFA Sponsorship with a Little Product Placement

by Mark J. Miller

The top soccer players from around the globe under the age of 20 will be heading to Turkey at the end of the month to take part in the U-20 FIFA World Cup, which runs from June 21 to July 13.
While no one is likely as excited as the talented players who get to participate, one long-time sponsor is happy to further its brand with the help of a little tournament product placement. Hyundai, which has been a sponsor of every international FIFA event since 1999, has provided 112 vehicles to the local organizing committee which will be used in all seven cities that the tournament is being played in. The vehicles will be used to transport tournament officials and personnel. 
For the South Korean automaker, the country holds a lot more promise than just soccer sponsorships. Hyundai recently invested in a factory there, and has a growing number of dealerships.
"The excitement, joy and team spirit that football brings embodies our organization’s philosophy,” said Hyundai Assan Turkey Managing Director Umit Karaarslan, according to a release from FIFA. “We look forward to meeting the Turkish public, especially the youth at the games in all seven host cities.”
To make connections with the younger generation, the company will host events related to the U-20 World Cup at its 71 authorized dealerships and 80 authorized service stations throughout the country.
As for the players, this won't be the last time they lay their eyes on a Hyundai. The company, as well as sister brand Kia, already has sponsorship deals in place for the 2013 Confederations Cup and next year’s World Cup, both being held in Brazil. 

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