By Park Jin-hai
Hyundai Motor has become the official automotive sponsor of the National Football League, replacing General Motors.
Under the four-year sponsorship with the NFL, Hyundai can use NFL trademarks in its marketing as well as have access to big events such as the Super Bowl, playoffs and the widely watched draft of college players.
Hyundai will also be able to display promotional vehicles at the Super Bowl and other games.
The company didn’t disclose the amount of the contract, but industry observers estimate that it will be close to the $25 million per year GM paid to sponsor America’s most viewed sports league. General Motors has sponsored the NFL since 2001, but didn’t renew its deal this year.
"We can't wait to show the NFL's 188 million fans the great design, advanced technology, dynamic performance and numerous safety features within the Hyundai lineup," said Hyundai Motor America President Dave Zuchowski.
Hyundai has identified Super Bowl TV commercials as a means to raise its brand awareness in the United States. Hyundai commercials have aired during the event between 2008 and 2014. Its 2014 commercial “Dad’s Sixth Sense” for the new Genesis was awarded as one of the top automobile advertisements of the year.