Korean automotive manufacturer Hyundai has struck a deal to become a partner of the NFL American football league’s International Series.
The deal will run for four years, from 2015 until 2018.
Under the agreement, Hyundai will become the official auto partner of the Series, which this year comprises three regular-season matches at Wembley Stadium in London, England.
Hyundai will also benefit from a branding presence on pitchside LED advertising boards inside the stadium.
The 2015 International Series begins on October 4 with the New York Jets taking on the Miami Dolphins. The Buffalo Bills play the Jacksonville Jaguars on October 25, before the Series concludes with the Detroit Lions versus the Kansas City Chiefs.
Jochen Sengpiehl, vice-president marketing at Hyundai Motor Europe, said: “Through our engagement with the events in London, we’re taking the action to the fans. It’s a great way to extend our sponsorship with the NFL and further emotionalise the Hyundai brand in Europe.”