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Hyundai's Sports Sponsorship Strategy and the Impact of COVID-19

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    Company Profile

  • 21 Pages
  • July 2020
  • GlobalData
  • ID: 5205538
Summary

Detailed profile of Hyundai's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy

Scope
  • Detailed examination of Hyundai's sponsorship portfolio, analysing the brand's strategy for engaging with sport and sport sponsorship. Every deal is analysed and valued and the impact that COVID-19 is highlighted and analysed with a view to understanding future brand intentions.

Reasons to Buy
  • Detailed profile of Hyundai's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy

Table of Contents

1. Key Information & Background
2. Strategy
2.1 Soccer and Hyundai’s new pan-European strategy
2.2 Hyundai active in the NFL, and domestic market Korea through archery
2.3 Cricket hands Hyundai coverage in South Asia whilst sponsorship also used to help reach Australian consumers
2.4 Hyundai Motorsport hands brand coverage in the racing world
2.5 Hyundai tentative when it comes to esports
2.6 2020 sees Hyundai discontinue long-term partnerships
3. Strategy Breakdown
3.1 Sponsorship spend by sport
3.2 Top 10 active deals by annual value
3.3 Contract length
4. COVID-19 Impact
4.1 Hyundai sponsorship portfolio on a knife-edge as COVID-19 takes its toll
4.2 Further retractions in sponsorship spend a distinct possibility as several agreements face immanent expiry
5. Appendix

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Hyundai