Marques back World Cup
Hyundai, Kia and Volkswagen have secured major commercial spots at this year’s World Cup through marketing deals.
Between them, they are contributing to the nearly US$2 billion – or about NZ$3.43b – Fifa has reported in sponsorship marketing revenue between 2023 and 2025.
Sports marketing relies on loyalty and longevity, resulting in Hyundai Motor America’s nearly three-decade-long partnership with the sport’s global governing body, according to Sean Gilpin, the company’s chief marketing officer.
“Partnerships yield the best results over a long period,” he explains. “As you build relationships with fans, it’s not a one-and-done-type activation especially with the time between World Cups.”
Hyundai has maintained a top-tier partnership with Fifa for 27 years. Sibling brand Kia has been a partner since 2007. They are the only car brands among all categories of sponsorships, which range in scope and benefits.
At the top are “partners”. These brands hold worldwide rights for every competition and tend to maintain deals for many years. Next are company sponsorships tied to this year’s tournament.
Regional supporters and suppliers often include travel and hospitality companies to help the event run smoothly.
Hyundai and Kia are Fifa’s official mobility partners. They provide transport for athletes, officials, operators and journalists.
Hyundai has fleet of 994 passenger vehicles and 506 buses across the US, Canada and Mexico during the tournament, while Kia has 660 units across North America. With matches taking place in 16 cities, this year’s fleet is the largest in Hyundai’s history.
In addition to transport, Hyundai has deployed four Spot quadrupled robots from Boston Dynamics to assist with tournament security in its first year as Fifa’s official robotics partner.
Hyundai’s World Cup campaign slogan is “next starts now”, which features in a 60-second video with teenage footballers and a robot athlete, pictured above.
Also, it will launch a collaboration with Epic Games to bring World Cup-themed events to video games including Fortnite and Rocket League. In Fortnite, for example, gamers will compete to unlock a virtual version of the Ioniq 6 N.
Meanwhile, Kia’s “inspiration connects us all” campaign is tied to a programme that selects youngsters from around the world to bring the official ball used in each match to the referee.
Backing Team USA
Volkswagen is a presenting partner for the US Soccer Federation, and the country’s men’s and women’s teams. It’s sponsoring Team USA for its second World Cup.
The company sponsors training and warm-up gear for the national teams, and supports the game outside of the stadium.
“We saw momentum in the US and an opportunity to be a part of that,” says Rachael Zaluzec, senior vice-president of customer experience and brand marketing at Volkswagen of America. “It’s a natural fit with us both rooted in accessibility, community and bringing people together.”
The company also works with US Soccer to make the sport accessible for more communities. “Our aim is to show up where we can make the biggest positive impacts. Football gives us an excellent opportunity to do that.”
No other marques have signed on to sponsor any of the 16 cities hosting the World Cup, although Nissan is a sponsor of Fox Sports’ coverage.
