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Hyundai adds Vikings, Steelers to NFL portfolio

Korean automotive manufacturer Hyundai has agreed sponsorship deals with NFL American football franchises the Minnesota Vikings and Pittsburgh Steelers.

The deals take Hyundai’s total number of partnerships with NFL teams to four, adding to its existing contracts with the Arizona Cardinals and Houston Texans. The lengths of the company’s partnerships with the Vikings and Steelers were not disclosed.

As part of its agreement with the Vikings, Hyundai will display two vehicles at each of the club’s remaining home games this season. The company will also receive LED advertising and backdrop representation during all Vikings-related announcements.

In addition, Hyundai has been awarded the naming rights for the Hyundai Club facility at the Vikings’ new U.S. Bank Stadium, which is scheduled to open in August 2016. Hyundai will have a further presence on the Vikings’ official website and will team up with the club on community-based initiatives.

The company’s partnership with the Steelers, meanwhile, will grant it naming rights to the Hyundai Club West space at the club’s Heinz Field stadium. Hyundai will also display one of its vehicles at the stadium during each game for the remainder of the NFL season.

Like the Vikings, the Steelers will grant Hyundai LED advertising and promotion through the club’s official digital platforms. Both clubs will give away Hyundai-branded merchandise on matchdays.

“Hyundai is not only connecting with football fans at a national level, but in the community where fans really show their passion,” Trea Reedy, senior group manager of experiential marketing at Hyundai Motor America, said. “Both Minnesota and Pittsburgh have dedicated and loyal fanbases and by partnering with them we are able to strengthen our footprints in those markets and drive traffic to our dealers.”