Hyundai Named the Official Automotive Partner of Liga MX in the U.S.

Rhea-AI Summary

Hyundai has been named the official automotive partner of Liga MX in the U.S., announced by TelevisaUnivision during its 2024-25 Upfront in New York. This partnership grants Hyundai exclusive vehicle rights across various media and grassroots activations of Liga MX, Liga MX Femenil, e-Liga MX, Festival de Campeones, and Liga MX Fiestones. Hyundai aims to enhance its engagement with U.S. soccer fans, aligning with its global sports initiatives. This collaboration leverages Hyundai's long-standing involvement in soccer, highlighted by its sponsorship of the Sábado Futbolero and numerous global football partnerships.

Positive

• Hyundai gains exclusive vehicle rights for Liga MX-related media and events in the U.S.
• Further engagement with the growing U.S. soccer fanbase.
• Alignment with global sports initiatives.
• Expansion of brand presence through grassroots activations.
• Potential to increase brand loyalty among soccer enthusiasts.
• Supports Hyundai's Progress for Humanity vision.
• Contributes to Hyundai's economic impact of $20.1 billion and 190,000 jobs in the U.S.

Negative

• Significant investment required for sponsorship and activation costs.
• Potential risk if the partnership does not resonate with the target audience.
• Uncertainty regarding the measurable return on investment in brand loyalty.

FOUNTAIN VALLEY, Calif., May 30, 2024 /PRNewswire/ -- Hyundai has been named the official automotive partner of Liga MX in the U.S., the most-watched soccer league in the country, announced by TelevisaUnivision, the world's leading Spanish-language media company, during its 2024-25 Upfront in New York. Hyundai joins a growing roster of official Liga MX sponsors, following TelevisaUnivision's landmark partnership that brought the Mexican soccer league's commercial rights to the U.S. in 2022, furthering its commitment to U.S. soccer fans.

"Partnering with Liga MX and TelevisaUnivision is an exciting opportunity for Hyundai to deepen our engagement with soccer enthusiasts across the U.S.," said Angela Zepeda, chief marketing officer, Hyundai Motor America. "This collaboration not only aligns with our global sports initiatives but also allows us to celebrate and support the rich culture and passion that Liga MX fans bring to the sport. We look forward to this journey of driving new experiences and connecting with this vibrant community of futbol fans."

As part of the new partnership, Hyundai will have exclusive vehicle rights on linear TV, digital and streaming, social, and U.S. grassroots activations of Liga MX (Men's First Division), Liga MX Femenil (Women's First Division), e-Liga MX (Gaming Competition), Festival de Campeones, and Liga MX Fiestones.

"Hyundai has a long history of supporting futbol in the U.S. and globally," said Erik Thomas, director, experiential and multicultural marketing, Hyundai Motor America. "Through our partnership with TelevisaUnivision and Liga MX as the official automotive partner in the U.S., we will be able to reach enthusiastic and loyal fans of the Mexican soccer league. This is a key step for us as we universally reach diverse audiences that embrace these matches regardless of language spoken."

Hyundai's involvement with soccer dates to 1999, fostering numerous partnerships with football clubs, players, and associations worldwide, including men's and women's World Cup games. In 2021, Hyundai became the presenting sponsor of Sábado Futbolero (Saturday Soccer) with the #BecauseFútbol campaign that featured three Spanish-language TV spots and highlighted the fan rivalry between Chivas de Guadalajara and Cruz Azul of Liga MX.

Hyundai Motor America
Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America (in development in Georgia), and several cutting-edge R&D facilities. These operations, combined with those of Hyundai's 835 independent dealers, contribute $20.1 billion annually and 190,000 jobs to the U.S. economy, according to a recent economic impact report. For more information, visit www.hyundainews.com.

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SOURCE Hyundai Motor America

FAQ

What is Hyundai's new partnership with Liga MX in the U.S.?

Hyundai has been named the official automotive partner of Liga MX in the U.S., gaining exclusive vehicle rights across various media and grassroots events.

When was Hyundai named the official automotive partner of Liga MX in the U.S.?

Hyundai was named the official automotive partner of Liga MX in the U.S. on May 30, 2024.

What media rights does Hyundai have as part of the Liga MX partnership?

Hyundai has exclusive vehicle rights on linear TV, digital and streaming, social media, and U.S. grassroots activations of Liga MX events.

How does the Liga MX partnership align with Hyundai's global initiatives?

The partnership aligns with Hyundai's global sports initiatives and aims to deepen engagement with U.S. soccer fans.

What previous soccer-related sponsorships has Hyundai been involved with?

Hyundai has sponsored various football clubs, players, and associations globally, including men's and women's World Cup games and the Sábado Futbolero campaign.

What economic impact does Hyundai have in the U.S.?

Hyundai's operations in the U.S. contribute $20.1 billion annually and support 190,000 jobs.