Getty Images
Korean car manufacturer Hyundai Group has renewed its top-tier sponsorship deal with soccer’s global governing body Fifa until 2030.
Confirmed:
- Deal covers this year’s Women’s World Cup and the 2026 men’s World Cup, as well as sponsorship rights across all of Fifa’s other men’s, women’s and esports events
- Hyundai and Kia will retain designation as Fifa’s official mobility partners and will continue to provide vehicles to transport teams, officials and staff at events and competitions
- New agreement will also promote Hyundai’s future mobility brands Boston Dynamics and Supernal for first time
Context:
Hyundai has been a Fifa sponsor since 1999, meaning the new deal will take the relationship between the two parties past the 30-year mark.
Its renewal as a top-tier Fifa partner reiterates the carmaker’s commitment to soccer’s global governing body, which has introduced a new tiered commercial partnership structure starting from the four-year World Cup cycle beginning this year.
Financial terms of the agreement have not been disclosed, but SportBusiness reports that the contract for the last cycle from 2019 to 2022 was worth US$125 million in cash and US$25 million in value-in-kind components.
Comment:
“We’re thrilled to continue our longstanding partnerships with Hyundai and Kia,” said Fifa president Gianni Infantino. “Over the years, they have consistently demonstrated their commitment to supporting Fifa, and we value their dedication to enhancing the overall experience at our tournaments.
“As we enter this new era together, we’re excited about the prospects that lie ahead with the addition of Boston Dynamics and Supernal. Together, we’ll continue to work on uniting the world through football.”
Coming next:
Hyundai’s new contract with Fifa brings it in line with the governing body’s other top-tier sponsors – Adidas, Coca-Cola and Dalian Wanda – whose deals also run until 2030.
Fifa is now likely to focus its attention on securing commercial partners across its other three partnership tiers, starting with any last-minute deals for this summer’s Women’s World Cup in Australia and New Zealand.
