Korean automotive company Hyundai has agreed a deal to become the new sleeve sponsor of Spanish LaLiga football club Atlético Madrid.
Hyundai will also serve as the club’s global automotive partner as part of the multi-year deal, which covers all domestic competitions until 2021.
It marks the first partnership of its kind for Hyundai in the Spanish market. The deal comes after Hyundai was announced as the sleeve sponsor of English Premier League club Chelsea earlier in the week. Hyundai and Chelsea have signed a four-year deal that begins with the 2018-19 season.
Through its partnership with Atlético, Hyundai will provide a fleet of cars to the club and receive a match-day presence through LED perimeter branding, as well as media and digital content rights. A range of co-branded initiatives will also be organised to promote the partnership.
Hyundai has been a top-tier partner of Fifa, football’s global governing body, since 1999. It is also the main shirt sponsor of French Ligue 1 team Olympique Lyonnais.
Andreas-Christoph Hofmann, vice-president of marketing and product at Hyundai Motor Europe, said: “Along with our existing partnership with Olympique Lyonnais and our recently-announced partnership with Chelsea, this is a fantastic next step in our new pan-European partnership approach that will include other top clubs in Europe.”