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Hyundai joins Perth arena Founding Partners

Korean car brand Hyundai has become the first automotive sponsor of the RAC Arena sports and entertainment venue in Perth, Western Australia, in a multi-year partnership.

The RAC Arena is home to the Perth Wildcats National Basketball League club, and the annual Hopman Cup competition – a mixed team tennis event run by the International Tennis Federation.

Since opening in 2012, the 15,500-capacity arena has also hosted music and entertainment acts such as the Rolling Stones, Bruce Springsteen and Katy Perry.

Under the deal, Hyundai becomes one of five Founding Partners of the venue, and will promote its entire model range, including its new electric car range.

The other Founding Partners are beer brand Heineken, soft drinks group Coca-Cola, retail bank Bankwest and Murdoch University.

The venue’s naming rights are held by the roadside assistance organisation RAC Group, which reportedly acquired the rights in a five-year deal worth Aus$10m ($7.1m/€6.2m) from September 2018.