Hyundai continues as top-tier World Archery partner

South Korean automotive manufacturer Hyundai has agreed a three-year contract extension to remain a top-tier partner of World Archery, the sport’s global governing body.

The partnership first commenced in 2016 and will now run through to the end of 2021. The renewed agreement will see Hyundai Motor retain title sponsorship rights to multiple events, including the World Cup in 2019, 2020 and 2021, as well as the biennial World Archery Championships in 2019 and 2021.

Under the sector-exclusive agreement, Hyundai is expected to receive extensive branding at international archery events and exposure in related broadcasts.

The company will also seek to leverage its exclusive relationship with World Archery to more actively communicate with global archery fans through various channels and communities.

World Archery president Ugur Erdener said: “Hyundai’s support has enabled the growth of our world-class events, and the investment translates into measurable growth in archery’s broadcast reach and international engagement. It’s a relationship that continues to benefit both parties and one we’re proud to prolong.”

Hyundai Motor and its affiliates have long been supporters of the sport of archery, both in Korea and abroad. The Hyundai MOBIS women’s archery team and Hyundai Steel men’s team are both considered world-class, with the latter having produced Olympic champions Ku Bonchan (Rio 2016) and Oh Jin Hyek (London 2012).

Hyundai Motor has also supported the Korean Archery Association since 1985, assisting athletes through sports science and providing cutting-edge equipment. Hyundai serves as a top-tier partner of World Archery alongside SporToto, Errea and Longines.

Earlier this month, World Archery signed a major 10-year sponsorship deal with Korean archery equipment manufacturer Fivics.