Hyundai adds Hertha Berlin to sleeve sponsorship portfolio

German soccer club partner with Korean carmaker until 2021.

Hyundai adds Hertha Berlin to sleeve sponsorship portfolio

Getty Images

Top-flight German soccer side Hertha Berlin have named Korean carmaker Hyundai as their sleeve sponsor until 2021.

Starting from next season, Hyundai’s logo will appear on the left sleeve of the team’s playing tops in all Bundesliga matches.

The multi-year deal, of which financial terms were not disclosed, also sees Hyundai become the club’s global automotive partner, giving the company exposure on pitchside LED boards at the Olympiastadion and hospitality branding at the team’s home matches.

In addition, the agreement will give Hyundai access to first team players for marketing campaigns, as well as media and digital content rights.

“Hertha BSC is a very successful club with a passionate fan base and a challenging spirit that matches well with Hyundai,” said Andreas-Christoph Hofmann, vice president of marketing and product at Hyundai Motor Europe. “Our new partnership will enable us to increase our visibility amongst millions of fans in Germany and worldwide, while also allowing us to create new opportunities for Hertha BSC fans and customers throughout the season.”

The partnership is the latest in a string of sleeve sponsorship deals recently struck with major European soccer clubs by Hyundai, following its agreements with English side Chelsea and Spanish outfit Atletico Madrid.

“We are very pleased about the new partnership and also proud to be part of the new sponsoring strategy by Hyundai in Europe in the upcoming years, seeing Hertha BSC alongside top clubs like Chelsea FC and Atlético de Madrid,” said Ingo Schiller, managing director at Hertha Berlin.