South Korea’s Hyundai Motor Group has extended its sponsorship with the International Federation of Association Football (FIFA) until 2030.

Through a new agreement signed on Thursday (local time), car brands under Hyundai Motor Group will continue as the FIFA’s official mobility partners for the next seven years, encompassing major events such as the 2026 World Cup and the 2030 World Cup

The signing ceremony was held at the headquarters of the global soccer governing body in Zurich, Switzerland, which was attended by Kim Geol, chief of the planning and coordination office at Hyundai Motor Group, and Gianni Infantino, president of the FIFA, Hyundai Motor Group announced on Friday.

As a result of the sponsorship extension, Hyundai Motor Group will maintain its position as FIFA’s top-tier official partner. This allows the automotive group to participate as an official mobility sponsor in all FIFA tournaments for the next eight years, including the 2023 Women’s World Cup in Australia and New Zealand, the 2026 World Cup in North America and the 2030 World Cup.

Hyundai Motor Group also expanded the scope of its partnership to include various areas of mobility, such as autonomous driving, robotics and urban air mobility (UAM), in addition to providing official tournament vehicles. Alongside Hyundai Motor and Kia, the group’s robotics affiliate, Boston Dynamics, and the independent UAM entity, Supernal, will also participate in the partnership.

“As we embark on this renewed collaboration, we look forward to showcasing the capabilities of our mobility solutions and partner brands on a global scale. Together with FIFA, we aim to inspire and unite fans around the world through the power of football,” said Kim.

“We’re thrilled to continue our long-standing partnerships with Hyundai and Kia. Over the years, they have consistently demonstrated their commitment to supporting FIFA, and we value their dedication to enhancing the overall experience at our tournaments,” said Infantino, FIFA president.

Since the 1999 Women’s World Cup, Hyundai Motor Group has supported all FIFA tournaments as the official vehicle provider, with marketing activities linked to the World Cup to enhance brand visibility.

By Pulse

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