Hyundai adds Dolphins to NFL portfolio

Korean automotive company Hyundai has been named an official sponsor of the Miami Dolphins, bringing its total number of partnerships with NFL American football franchises to five.

Hyundai, which is also an official sponsor of the NFL, has agreed a multi-year partnership with the Dolphins. Financial terms of the deal were not disclosed.

Under the agreement, three Hyundai vehicles will be displayed at Dolphins home games during the 2016 season, while the company will also take on naming rights to the Hyundai Club hospitality area.

In addition, Hyundai will receive in-game advertising exposure through LED signage during team announcements; sponsor the Coach’s Show, a Dolphins-dedicated TV show; run print advertisements in Miami-based publications; sponsor the team’s Thanksgiving meal distribution initiative; and provide the lead vehicle for the official start of the Dolphins Cancer Challenge cycling event.

“Hyundai's experiential marketing programmes are created to tap into the localised passion that NFL fans share with their teams,” Trea Reedy, senior group manager of experiential marketing at Hyundai Motor America, said. “By creating a Hyundai-driven experience for fans as they watch their team compete at the highest level, we aim to engage in the local communities and drive awareness of Hyundai vehicles.”

Hyundai is also an official sponsor of the Arizona Cardinals, Houston Texans, Minnesota Vikings and Pittsburgh Steelers.