Spanish soccer giants Atlético Madrid have signed a deal making Korean automotive company Hyundai their new sleeve sponsor.
In a first-of-its-kind deal for Hyundai in the Spanish market, it will also serve as the La Liga club’s global automotive partner as part of the multi-year contract, which covers all domestic competitions until 2021.
The deal with Atlético sees Hyundai provide a fleet of cars to the club and in return receive matchday presence through LED perimeter branding, as well as media and digital content rights. A range of co-branded activations will also be organised to promote the partnership.
Andreas-Christoph Hofmann, vice president of marketing and product at Hyundai Motor Europe, said: “Along with our existing partnership with Olympique Lyonnais and our recently-announced partnership with Chelsea, this is a fantastic next step in our new pan-European partnership approach that will include other top clubs in Europe.”
As noted above, the deal with Atléti comes after Hyundai was announced as the sleeve sponsor of Premier League outfit Chelsea on Monday. Hyundai and Chelsea have signed a four-year deal that begins with the 2018/19 season.
The automotive company has a broad presence in soccer and has been a top-tier partner of Fifa, soccer’s global governing body, since 1999. It is also the main shirt sponsor of French top-tier club Olympique Lyonnais.