July 24 – Hyundai have added their first club sponsorship in Italy becoming AS Roma’s new Global Automotive Partner in a three-year deral that will see the Hyundai logo on the back of AS Roma shirts.
The South Korean car maker, which is a sponsor of FIFA, has been expanding its club profile in Europe over the Summer break, having also signed its first Bundesliga sponsorship with Hertha Berlin.
In May Hyundai expanded its deal with Chelsea to become the club’s sleeve sponsor in a five-year £50 million deal, and in June it added a three-year deal for the sleeve sponsorship of LaLiga’s Atletico Madrid.
No figure was announced for the Roma deal which will start with the coming season and run until the end of the 2020/21 season.
Hyundai will have brand visibility around the Stadio Olimpico and Trigoria training centre as well as across the club’s digital media. The two partners will also work closely on a number of fan engagement initiatives focussed on showcasing the Hyundai vehicles.
Andreas-Christoph Hofmann, vice president marketing & product at Hyundai Motor Europe, said: “This partnership is another major milestone for Hyundai and adds to a growing list of domestic football sponsorships in capital cities across Europe following our deals with Chelsea FC, in London, Club Atlético de Madrid and Hertha Berlin.”
Roma finished third in Serie A last season and reached the semi-finals of the Champions League. The club also has plans for a new stadium in Rome.
Guido Fienga, chief operating officer at AS Roma, said: “Our common ambitions for innovation and excellence has made it very easy to close this agreement. We shall be proud to wear the Hyundai name on our back shirts and we look forward to working closely with Hyundai as they seek to entertain and engage our global fanbase.”
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