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EXCLUSIVE: Fifa stalled on Hyundai renewal worth $300m-plus per cycle

Hyundai chairman and president of the Korea Football Association Chung Mong-gyu (left) with Fifa president Gianni Infantino (Photo by VI Images via Getty Images).

Fifa stalled on a sponsorship renewal offer from Hyundai in 2019 worth more than $300m (€291.96m) for the four-year cycle from 2023 to 2026 as the brand sought to lock down its top-tier Fifa Partner sponsorship rights for the next men's World Cup in 2026, SportBusiness can exclusively reveal.

The Korean automotive company, which has been a Fifa sponsor since 1999, is understood to have been especially eager to secure the sponsorship rights to the 2026 event, which will be hosted in the prime US market together with Mexico and Canada, and tabled the aggressive four-year bid just before the Covid pandemic.

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