• Loading stock data...
Thursday, August 7, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Hyundai’s NFL Efforts Help Power Brand’s Marketing Initiatives

Hyundai - NFL

Regardless of headlines, ask any Madison Avenue executive and they are bound to mention the NFL as still being one of, if not the most coveted property in the country when it comes to sponsorship spending.

One of the brands that has been able to benefit in recent years from associating itself with the NFL is Hyundai.

Now in its fourth year as the official car and SUV of the league, the brand was looking for a way to deepen its presence inside the NFL and put its marks on full display during one of the week’s most-watched shows.

To do this, they turned to NBC and the Sunday Night Football Kickoff show.

“Sunday Night Football has been primetime television’s No. 1 show for an unprecedented seven consecutive seasons, averaging more than 18 million viewers each week last season,” said Dean Evans, CMO for Hyundai Motor America. “We are off to a great start through four weeks and are looking forward to the many marquee matchups throughout the season.”

As part of the deal, Hyundai is also creating a custom-branded content series called “Cover 2” throughout the season. Episode One, which aired this past Sunday, featured Ed Reed and Hines Ward reminiscing about the times they would go up against each other and what the Baltimore and Pittsburgh rivalry meant to the players who played in it.

Its this type of activation that Evans and Hyundai are looking for to create “360-degree programming with consistency of messaging across experiential, TV, digital and social.”

SEE MORE: Examining NFL Sponsors and Their Handling of the National Anthem Protests

A pivotal factor for the brand, the 360-degree programming is meant to be able to meet the consumer wherever they happen to be with content or experiences that are relevant to them at that point in time.

For Hyundai, the partnership with the NFL is about aligning the brand with a “passion” of a person. In this case, that passion is being a fan.

“We believe that fan passion is a great emotional connection for Hyundai,” added Evans. “As a brand, we have a long history of celebrating fan passion across the globe.”

[mc4wp_form id=”8260″]

It’s not only just 187 million passionate fans that brought Hyundai to the table, it was also the alignment of the two brands CSR initiatives. As Evans puts it, the auto manufacturer was “drawn to the NFL” because of “similar charitable commitments.”

Outside of the official sponsorship with the league and the Sunday night partnership, the South Korean auto manufacturer also has a local presence thanks to deals with the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings, and Pittsburgh Steelers.

According to a recent report from MKTG and the WARC, companies around the world are set to spend $65.8 billion on sponsorship deals in 2018, but only 19 percent of sponsorship professionals say they can measure a tangible ROI.

SEE MORE: Bears and Advocate Health Care Team Up to Give Moms a Space to Themselves

Not the case for Evans and Hyundai, who point to a positive increase in both brand awareness and purchasing intent from NFL fans.

“Through our tracking of the NFL partnership, we’ve found that avid NFL fans now have a stronger opinion and connection with Hyundai. Fans who are aware of the sponsorship feel a stronger connection to the brand, are more likely to take an action with us and have a higher purchase consideration.”

[mc4wp_form id=”8260″]

From the regular season to the Super Bowl, Hyundai finds itself in the thick of the conversation during the sports biggest games — all of which is by design.

“Overall, our goals are to increase awareness and purchase intent among the 187 million NFL fans across the country.”

According to the data, they’re doing just that.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Smelling Salts Not Banned in the NFL, but Teams Can’t Hand Them..

Teams are banned from supplying smelling salts to their players.

More RedZones? 10 Burning Questions With ESPN’s Pitaro and NFL’s Schroeder

The execs behind the landmark ESPN-NFL deal sat down with FOS.

After Draft-Day Snub and Drama, Sanders to Start Preseason Opener

Multiple injuries mean Sanders gets the nod for the opening preseason game.
Jul 26, 2025; Oxnard, CA, USA; Dallas Cowboys defensive end Micah Parsons (11) at training camp at the River Ridge Fields

Micah Parsons Absence Could Stretch into Week 1, Jerry Jones Says

Parsons and Jones haven’t spoken since the defensive lineman requested a trade.

Featured Today

Inked Under Anesthesia: Athletes Getting $50,000 Tattoos

High-end studios, elite artist teams, and hours under anesthesia.
Coco Gauff at New York Liberty
August 2, 2025

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Las Vegas sign
July 29, 2025

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.