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BCCI drives away with Hyundai partnership

Korean automotive manufacturer Hyundai has signed on as an official partner of the Board of Control for Cricket in India.

The two parties have agreed a four-year deal, which will cover all of the Indian national team’s home matches from 2016 to 2019. The agreement includes Test matches, one-day internationals and Twenty20 games.

As part of the deal, Hyundai will provide vehicles to be used by the BCCI’s officials and VIPs during tournaments. Hyundai’s cars will also be given in-ground exposure and its branding will appear on team dug-outs during India’s T20 matches.

In addition, the company’s ‘Experience Hyundai’ campaign will be promoted at tournaments throughout the duration of the deal, while various other activities will also be organised.

Y.K. Koo, managing director and chief executive of Hyundai Motor India, said: “This partnership is a part of Hyundai’s efforts to expand its presence in global sporting activities like cricket, football, golf and World Rally Championship across worldwide markets. Hyundai sees cricket partnership as a core element of its strategy, playing a vital role in connecting global customers to our brand.”

The BCCI last week agreed a partnership with US multinational food and beverage corporation PepsiCo. The company was named an associate sponsor for all of India’s home games from 2016 to 2019 – the same length as Hyundai’s agreement – and will also serve as the body’s official partner for refreshment, snacks and drinks.