Hyundai Motor America 10550 Talbert Ave, Fountain Valley, CA 92708 MEDIA WEBSITE: HyundaiNews.com CORPORATE WEBSITE: HyundaiUSA.com FOR IMMEDIATE RELEASE
HYUNDAI STRENGTHENS TIES WITH THE BEAUTIFUL GAME
Miles Johnson Senior Manager, Quality, Service and Technology (714) 3661048 [email protected]
ID: 28902
Hyundai Motor Co. to Proudly Serve as an Official Partner of the 2006 FIFA World Cup Germany™
Dec. 5, 2002 By serving as an Official Partner of FIFA and sponsoring major international football events, Hyundai Motor Co. has gained unprecedented levels of global media exposure thus increasing public awareness of the Hyundai brand and strengthening its corporate image.
Hyundai Motor’s latest partnership with FIFA to sponsor the 2006 FIFA World Cup Germany™ is key step in the company’s implementation of an Integrated Marketing Communication (IMC) strategy whose global reach and impact were first felt with the company’s highly successful sponsorship of the 2002 FIFA World Cup Korea/Japan™.
Hyundai Football History Hyundai Motor took a giant step forward on the road to prominence in international sports in April 1999 when it was appointed as the exclusive Official Partner in the automotive category for 13 FIFA sponsored tournaments, including the 2002 FIFA World Cup Korea/Japan™. This paved the way for the company’s leadership role in the sponsorship of professional and amateur football and on May 21 st, 1999 in Seoul the company formally unveiled to the world its plans to participate in the 2002 FIFA World Cup Korea/Japan.
1. Global Supporter of Football The two partners, FIFA and Hyundai Motor share the same principles and philosophies: spreading passion, excitement, and global unity through football. By sharing the passion, excitement, and pursuit of global unity through football, Hyundai Motor has successfully associated its corporate image with the world’s greatest sporting spectacle.
2. Hyundai Football Sponsorship
21. FIFA sanctioned events Since the signing of the 2002 FIFA World Cup™ partnership, Hyundai Motor has sponsored FIFA World Cup™ qualifying rounds in Asia, South America, Europe and North America. HMC also participated as the Official Partner in 13 FIFA sanctioned tournaments including the 2002 FIFA World Cup Korea/Japan™, FIFA Women’s World Cup 1999 and other FIFA premier football tournaments held between 1999 and 2002.
Starting in 2003, Hyundai Motor will once again be sponsoring ten FIFA sanctioned international football championships concluding with the 2006 FIFA World Cup Germany™. These events are as follows (TBD—host nation To Be Decided):
FIFA Women's World Cup 2003 PR China FIFA U20 World Youth Championship 2003 UAE, 2005 TBD FIFA U17 World Youth Championship 2003 Finland, 2005 TBD FIFA Confederations Cup 2003 France, 2005 Germany FIFA U19 Women’s Youth Cup 2004 TBD, 2006 TBD
22. EURO 2000™ On the eve of the 2002 FIFA World Cup Korea/Japan™, Hyundai Motor took center stage in Europe and enjoyed the media spotlight by participating as the Official Partner in the automotive category in the UEFA European Football Championships (EURO 2000™, June 17~July 10), Europe’s biggest sporting event. Hyundai Motor provided 440 vehicles to the EURO 2000™ Organizing Committee, and, in return, Hyundai Motor received unprecedented levels of media exposure before billions of football fans in Europe and around the world.
23. Sponsoring the Korea Football Association (KFA) & the Korea National Team To boost football's popularity and support the development of the game in Korea, Hyundai Motor serves as the official sponsor of the Korea Football Association and the Korea National Team.
24. Chonbuk Hyundai Motors Football Club Hyundai Motor has owned and operated its own professional football team, the Chonbuk Hyundai Motors Football Club since 1994. The Chonbuk Club has been a powerhouse in the KLeague and it has played a leadership role in the development of Korean football at all levels of the game.
HMC FIFA World Cup™ Marketing Program Through football, Hyundai Motor’s brand image is associated with all the dynamic, youthful and competitive aspects of the game and its superlative athletes. And by pursuing a proactive sports marketing program, Hyundai Motor is securing increased exposure of its brand internationally. Moreover, as an official FIFA partner Hyundai enjoys the company of other prestigious world brands that have been selected as FIFA’s official partners thereby helping promote its image as a globally ranked player in the automotive industry.
Since signing on with FIFA as an Official Partner of the 2002 FIFA World Cup Korea/Japan™ in 1999, Hyundai Motor has committed itself to an Integrated Marketing Communication (IMC) Strategy. Through IMC, Hyundai has been bringing all marketing activities—including advertising, promotion, PR, etc—under one unified theme: football. In line with the strategy of IMC, Hyundai had been able to achieve a great deal of success in promoting the Hyundai brand by sponsoring the Euro 2000™, 2002 FIFA World Cup™ and other FIFA sanctioned football events.
HMC’s FIFA Partnership Activities of the 2002 FIFA World Cup Korea/Japan™ The 2002 World Cup Korea/Japan™ was the first World Cup of the 21 st century, the first ever to be held in Asia and the first to be cohosted by two nations. This event opened the door to the new century with the noble ideal of a perfect and peaceful accord between the Eastern and the Western hemispheres.
1. Supplying Official Vehicles to the 2002 FIFA World Cup Korea/Japan™ Hyundai Motor provided a total of 1,053 vehicles to help transport officials of FIFA, the local Organizing Committees and each national team in Korea and Japan. The total was comprised of 631 passenger cars, including Hyundai’s most prestigious Equus and Grandeur XG models and 422 vans and buses.
2. Venue Advertising Board Two Hyundai perimeter boards were installed around the pitch in each of the 64 matches. These secured 378.2 hours of global media exposure based on live broadcasting coverage in 33 major countries during the 2002 FIFA World Cup Korea/Japan™.
3. HMC Commercial Advertisement for the 2002 FIFA World Cup Korea/Japan™ To maximize effectiveness of the sponsorship, the company launched an allnew global television advertising campaign with a specially tailored football theme thus adding extra momentum to its marketing and advertising efforts.
With this new 2002 FIFA World Cup™ Official Partner advertisement, Hyundai Motor delivered its message of enthusiasm for the 2002 FIFA World Cup™ to passionate football fans around the world. The “Cheer Waves” commercial was also shown on the jumbo stadium screens at 20 World Cup venues during the half time breaks and following the conclusion of the matches.
4. HMC 2002 FIFA World Cup™ Internet Site Hyundai Motor implemented public relations programs on its official 2002 FIFA World Cup™ internet site. Since its opening in December 1999, the Hyundai Motor Official World Cup™ Site provided an indepth look at the company’s football activities and enabled access to a diverse range of football related archives.
5. HMC Global Programs The HMC 2002 FIFA World Cup™ Global Programs consisted of three main elements: the Hyundai Ambassador program, the Hyundai Football World Championship and the Hyundai Goodwill Ball Road Show. The measured improvements in global public awareness of the Hyundai brand in the wake of the 2002 FIFA World Cup™owed heavily to this trio of HMC Global Programs. Based on accumulated experience, some of the programs, such as the Hyundai Football World Championship, will be modified to better suit the characteristics of local markets and will be executed once again as a part of the HMC Global Programs for the 2006 FIFA World Cup™.
51. Hyundai Ambassador Program Hyundai Motor appointed Johan Cruyff, the Dutch football legend, as Hyundai's Football Ambassador. Since his first appearance at the Frankfurt Motor Show, Johan Cruyff has appeared in all forms of media to promote the Hyundai brand, and he will continue to show up in HMC outdoor advertising, point of sale material distributed in dealerships, directmarketing campaigns, online, poster campaigns and printed advertising materials until 2003. Johan Cruyff’s involvement has contributed significantly to the improvement of the credibility and familiarity of the Hyundai brand and has played an important role in establishing Hyundai as a global automobile manufacturer.
52. Hyundai Football World Championship The Hyundai Football World Championship brought together 40,000 amateur players from 5,000 teams worldwide. With genuine passion and dedication, 11 teams fought their way to the World Finals that was held in front of an enthusiastic crowd in Seoul, Korea prior to the opening ceremony of the 2002 FIFA World Cup Korea/Japan™.
The Hyundai Football World Championship was a fiveaside football match, and it was held in nine regions: Korea, Japan, China, Europe, North America, Central/South America, Asia/Oceania, Africa and the Middle East.
53. Hyundai Goodwill Ball Road Show Hyundai Motor developed the Goodwill Ball Road Show that not only brought the Hyundai brand closer to people everywhere but also provided fun, festivities and interactive football activities to high traffic football city centers across the world. The program was recognized by FIFA as Hyundai Motor’s sole and exclusive program of the 2002 FIFA World Cup Korea/Japan™. The Goodwill Ball Road Show consisted of 32 giant footballs, each 4.5 meters in diameter, representing 32 qualified countries for the final of the 2002 FIFA World Cup Korea/Japan™.
Since its launching ceremony at the Busan Exhibition Convention Center, the site of the Final Draw to determine the pairings of qualified nations on November 30th , 2001, Hyundai Motor’s Goodwill Balls have been on tour throughout each of the 32 countries to convey messages of good luck to qualifying national teams.
With millions of congratulatory messages and wishes for victory and fair play from enthusiastic football fans from around the world, all of the 32 Hyundai Goodwill Balls were brought together at the Kyungbok Palace in Seoul for the Goodwill Ball Road Show Finale Ceremony. Following the ceremony, each Hyundai Goodwill Ball was displayed outside the stadiums in which their respective national teams were playing to provide encouragement and convey the best wishes of the home town fans. The balls were displayed at each match until the conclusion of the 2002 FIFA World Cup Korea/Japan™.
6. Hyundai Host Country Programs Hyundai Motor’s Host Country Programs were developed in close cooperation between Hyundai Motor and the Local Organizing Committees (LOC) in order to maximize excitement and interest in the FIFA World Cup™. Through these programs, Hyundai Motor was able to provide a onceinalifetime experience to the lucky participating guests who were able to enjoy the world’s greatest sporting event. With the successful experience gained during the 2002 FIFA World Cup™, Hyundai Motor will make the most of the 2006 FIFA World Cup™ to provide yet another unforgettable experience for Hyundai Motor’s VIPs and local Hyundai customers.
61. Hospitality Program Hyundai Motor rolled out the red carpet for the World Cup™ Hospitality Program to ensure enjoyment and convenience for every loyal Hyundai customer, VIP and member of the Hyundai global family participating in the world’s biggest football festival.
62. Onsite Program As part of its sponsorship agreement with FIFA, Hyundai Motor was able to install commercial displays at all venues to target not only Korean and Japanese but football fans from around the world. During the 2002 FIFA World Cup™, Hyundai Motor displayed its vehicles at the venue providing an opportunity to exhibit its technology and state of art styling to an international audience. In addition, two Hyundai Goodwill Balls representing each country were displayed and other interactive activities such as ‘Surfing Board,’ ‘Dart Game,’ ‘Instant Photo Camera,’ and ‘Face Painting’ were carried out as part of the onsite festivities.
64. Trophy Tour The Trophy Tour, undertaken in 10 cities in Korea and 10 Japanese cities in the weeks leading up to the start of the 2002 FIFA World Cup™, aimed to build up interest and anticipation in the tournament and demonstrated to the world the FIFA World Cup’s spirit of peace, harmony and universal brotherhood. In the Trophy Tour events, the Hyundai name figured prominently in the ‘Ulsan Dribble Relay,’ ‘World Cup Street’ as well as in the main events including ‘Speed Test,’ ‘ Bingo Game,’ ‘Instant Photo Service,’ and ‘Goodwill Ball Display’ thus further elevating the festive spirit and sense of excitement before the opening of the tournament and reaffirming its position as an official partner.
65. The Street Rally Phenomenon Having secured the rights for the broadcasting of Korea National Team’s Games to local football fans in public urban spaces, Hyundai Motor organized huge street rallies on the days of Korean national team matches in high pedestrian traffic areas where the games were aired on jumbo video screens. By doing so, Hyundai Motor contributed to the creation of ‘the new culture of cheering’ that had television audiences around the world watching in awe.
# # # Hyundai Motor America 10550 Talbert Ave, Fountain Valley, CA 92708 MEDIA WEBSITE: HyundaiNews.com CORPORATE WEBSITE: HyundaiUSA.com FOR IMMEDIATE RELEASE
HYUNDAI STRENGTHENS TIES WITH THE BEAUTIFUL GAME
Miles Johnson Senior Manager, Quality, Service and Technology (714) 3661048 [email protected]
ID: 28902
Hyundai Motor Co. to Proudly Serve as an Official Partner of the 2006 FIFA World Cup Germany™
Dec. 5, 2002 By serving as an Official Partner of FIFA and sponsoring major international football events, Hyundai Motor Co. has gained unprecedented levels of global media exposure thus increasing public awareness of the Hyundai brand and strengthening its corporate image.
Hyundai Motor’s latest partnership with FIFA to sponsor the 2006 FIFA World Cup Germany™ is key step in the company’s implementation of an Integrated Marketing Communication (IMC) strategy whose global reach and impact were first felt with the company’s highly successful sponsorship of the 2002 FIFA World Cup Korea/Japan™.
Hyundai Football History Hyundai Motor took a giant step forward on the road to prominence in international sports in April 1999 when it was appointed as the exclusive Official Partner in the automotive category for 13 FIFA sponsored tournaments, including the 2002 FIFA World Cup Korea/Japan™. This paved the way for the company’s leadership role in the sponsorship of professional and amateur football and on May 21 st, 1999 in Seoul the company formally unveiled to the world its plans to participate in the 2002 FIFA World Cup Korea/Japan.
1. Global Supporter of Football The two partners, FIFA and Hyundai Motor share the same principles and philosophies: spreading passion, excitement, and global unity through football. By sharing the passion, excitement, and pursuit of global unity through football, Hyundai Motor has successfully associated its corporate image with the world’s greatest sporting spectacle.
2. Hyundai Football Sponsorship
21. FIFA sanctioned events Since the signing of the 2002 FIFA World Cup™ partnership, Hyundai Motor has sponsored FIFA World Cup™ qualifying rounds in Asia, South America, Europe and North America. HMC also participated as the Official Partner in 13 FIFA sanctioned tournaments including the 2002 FIFA World Cup Korea/Japan™, FIFA Women’s World Cup 1999 and other FIFA premier football tournaments held between 1999 and 2002.
Starting in 2003, Hyundai Motor will once again be sponsoring ten FIFA sanctioned international football championships concluding with the 2006 FIFA World Cup Germany™. These events are as follows (TBD—host nation To Be Decided):
FIFA Women's World Cup 2003 PR China FIFA U20 World Youth Championship 2003 UAE, 2005 TBD FIFA U17 World Youth Championship 2003 Finland, 2005 TBD FIFA Confederations Cup 2003 France, 2005 Germany FIFA U19 Women’s Youth Cup 2004 TBD, 2006 TBD
22. EURO 2000™ On the eve of the 2002 FIFA World Cup Korea/Japan™, Hyundai Motor took center stage in Europe and enjoyed the media spotlight by participating as the Official Partner in the automotive category in the UEFA European Football Championships (EURO 2000™, June 17~July 10), Europe’s biggest sporting event. Hyundai Motor provided 440 vehicles to the EURO 2000™ Organizing Committee, and, in return, Hyundai Motor received unprecedented levels of media exposure before billions of football fans in Europe and around the world.
23. Sponsoring the Korea Football Association (KFA) & the Korea National Team To boost football's popularity and support the development of the game in Korea, Hyundai Motor serves as the official sponsor of the Korea Football Association and the Korea National Team.
24. Chonbuk Hyundai Motors Football Club Hyundai Motor has owned and operated its own professional football team, the Chonbuk Hyundai Motors Football Club since 1994. The Chonbuk Club has been a powerhouse in the KLeague and it has played a leadership role in the development of Korean football at all levels of the game.
HMC FIFA World Cup™ Marketing Program Through football, Hyundai Motor’s brand image is associated with all the dynamic, youthful and competitive aspects of the game and its superlative athletes. And by pursuing a proactive sports marketing program, Hyundai Motor is securing increased exposure of its brand internationally. Moreover, as an official FIFA partner Hyundai enjoys the company of other prestigious world brands that have been selected as FIFA’s official partners thereby helping promote its image as a globally ranked player in the automotive industry.
Since signing on with FIFA as an Official Partner of the 2002 FIFA World Cup Korea/Japan™ in 1999, Hyundai Motor has committed itself to an Integrated Marketing Communication (IMC) Strategy. Through IMC, Hyundai has been bringing all marketing activities—including advertising, promotion, PR, etc—under one unified theme: football. In line with the strategy of IMC, Hyundai had been able to achieve a great deal of success in promoting the Hyundai brand by sponsoring the Euro 2000™, 2002 FIFA World Cup™ and other FIFA sanctioned football events.
HMC’s FIFA Partnership Activities of the 2002 FIFA World Cup Korea/Japan™ The 2002 World Cup Korea/Japan™ was the first World Cup of the 21 st century, the first ever to be held in Asia and the first to be cohosted by two nations. This event opened the door to the new century with the noble ideal of a perfect and peaceful accord between the Eastern and the Western hemispheres.
1. Supplying Official Vehicles to the 2002 FIFA World Cup Korea/Japan™ Hyundai Motor provided a total of 1,053 vehicles to help transport officials of FIFA, the local Organizing Committees and each national team in Korea and Japan. The total was comprised of 631 passenger cars, including Hyundai’s most prestigious Equus and Grandeur XG models and 422 vans and buses.
2. Venue Advertising Board Two Hyundai perimeter boards were installed around the pitch in each of the 64 matches. These secured 378.2 hours of global media exposure based on live broadcasting coverage in 33 major countries during the 2002 FIFA World Cup Korea/Japan™.
3. HMC Commercial Advertisement for the 2002 FIFA World Cup Korea/Japan™ To maximize effectiveness of the sponsorship, the company launched an allnew global television advertising campaign with a specially tailored football theme thus adding extra momentum to its marketing and advertising efforts.
With this new 2002 FIFA World Cup™ Official Partner advertisement, Hyundai Motor delivered its message of enthusiasm for the 2002 FIFA World Cup™ to passionate football fans around the world. The “Cheer Waves” commercial was also shown on the jumbo stadium screens at 20 World Cup venues during the half time breaks and following the conclusion of the matches.
4. HMC 2002 FIFA World Cup™ Internet Site Hyundai Motor implemented public relations programs on its official 2002 FIFA World Cup™ internet site. Since its opening in December 1999, the Hyundai Motor Official World Cup™ Site provided an indepth look at the company’s football activities and enabled access to a diverse range of football related archives.
5. HMC Global Programs The HMC 2002 FIFA World Cup™ Global Programs consisted of three main elements: the Hyundai Ambassador program, the Hyundai Football World Championship and the Hyundai Goodwill Ball Road Show. The measured improvements in global public awareness of the Hyundai brand in the wake of the 2002 FIFA World Cup™owed heavily to this trio of HMC Global Programs. Based on accumulated experience, some of the programs, such as the Hyundai Football World Championship, will be modified to better suit the characteristics of local markets and will be executed once again as a part of the HMC Global Programs for the 2006 FIFA World Cup™.
51. Hyundai Ambassador Program Hyundai Motor appointed Johan Cruyff, the Dutch football legend, as Hyundai's Football Ambassador. Since his first appearance at the Frankfurt Motor Show, Johan Cruyff has appeared in all forms of media to promote the Hyundai brand, and he will continue to show up in HMC outdoor advertising, point of sale material distributed in dealerships, directmarketing campaigns, online, poster campaigns and printed advertising materials until 2003. Johan Cruyff’s involvement has contributed significantly to the improvement of the credibility and familiarity of the Hyundai brand and has played an important role in establishing Hyundai as a global automobile manufacturer.
52. Hyundai Football World Championship The Hyundai Football World Championship brought together 40,000 amateur players from 5,000 teams worldwide. With genuine passion and dedication, 11 teams fought their way to the World Finals that was held in front of an enthusiastic crowd in Seoul, Korea prior to the opening ceremony of the 2002 FIFA World Cup Korea/Japan™.
The Hyundai Football World Championship was a fiveaside football match, and it was held in nine regions: Korea, Japan, China, Europe, North America, Central/South America, Asia/Oceania, Africa and the Middle East.
53. Hyundai Goodwill Ball Road Show Hyundai Motor developed the Goodwill Ball Road Show that not only brought the Hyundai brand closer to people everywhere but also provided fun, festivities and interactive football activities to high traffic football city centers across the world. The program was recognized by FIFA as Hyundai Motor’s sole and exclusive program of the 2002 FIFA World Cup Korea/Japan™. The Goodwill Ball Road Show consisted of 32 giant footballs, each 4.5 meters in diameter, representing 32 qualified countries for the final of the 2002 FIFA World Cup Korea/Japan™.
Since its launching ceremony at the Busan Exhibition Convention Center, the site of the Final Draw to determine the pairings of qualified nations on November 30th , 2001, Hyundai Motor’s Goodwill Balls have been on tour throughout each of the 32 countries to convey messages of good luck to qualifying national teams.
With millions of congratulatory messages and wishes for victory and fair play from enthusiastic football fans from around the world, all of the 32 Hyundai Goodwill Balls were brought together at the Kyungbok Palace in Seoul for the Goodwill Ball Road Show Finale Ceremony. Following the ceremony, each Hyundai Goodwill Ball was displayed outside the stadiums in which their respective national teams were playing to provide encouragement and convey the best wishes of the home town fans. The balls were displayed at each match until the conclusion of the 2002 FIFA World Cup Korea/Japan™.
6. Hyundai Host Country Programs Hyundai Motor’s Host Country Programs were developed in close cooperation between Hyundai Motor and the Local Organizing Committees (LOC) in order to maximize excitement and interest in the FIFA World Cup™. Through these programs, Hyundai Motor was able to provide a onceinalifetime experience to the lucky participating guests who were able to enjoy the world’s greatest sporting event. With the successful experience gained during the 2002 FIFA World Cup™, Hyundai Motor will make the most of the 2006 FIFA World Cup™ to provide yet another unforgettable experience for Hyundai Motor’s VIPs and local Hyundai customers.
61. Hospitality Program Hyundai Motor rolled out the red carpet for the World Cup™ Hospitality Program to ensure enjoyment and convenience for every loyal Hyundai customer, VIP and member of the Hyundai global family participating in the world’s biggest football festival.
62. Onsite Program As part of its sponsorship agreement with FIFA, Hyundai Motor was able to install commercial displays at all venues to target not only Korean and Japanese but football fans from around the world. During the 2002 FIFA World Cup™, Hyundai Motor displayed its vehicles at the venue providing an opportunity to exhibit its technology and state of art styling to an international audience. In addition, two Hyundai Goodwill Balls representing each country were displayed and other interactive activities such as ‘Surfing Board,’ ‘Dart Game,’ ‘Instant Photo Camera,’ and ‘Face Painting’ were carried out as part of the onsite festivities.
64. Trophy Tour The Trophy Tour, undertaken in 10 cities in Korea and 10 Japanese cities in the weeks leading up to the start of the 2002 FIFA World Cup™, aimed to build up interest and anticipation in the tournament and demonstrated to the world the FIFA World Cup’s spirit of peace, harmony and universal brotherhood. In the Trophy Tour events, the Hyundai name figured prominently in the ‘Ulsan Dribble Relay,’ ‘World Cup Street’ as well as in the main events including ‘Speed Test,’ ‘ Bingo Game,’ ‘Instant Photo Service,’ and ‘Goodwill Ball Display’ thus further elevating the festive spirit and sense of excitement before the opening of the tournament and reaffirming its position as an official partner.
65. The Street Rally Phenomenon Having secured the rights for the broadcasting of Korea National Team’s Games to local football fans in public urban spaces, Hyundai Motor organized huge street rallies on the days of Korean national team matches in high pedestrian traffic areas where the games were aired on jumbo video screens. By doing so, Hyundai Motor contributed to the creation of ‘the new culture of cheering’ that had television audiences around the world watching in awe.
# # # Hyundai Motor America 10550 Talbert Ave, Fountain Valley, CA 92708 MEDIA WEBSITE: HyundaiNews.com CORPORATE WEBSITE: HyundaiUSA.com FOR IMMEDIATE RELEASE
HYUNDAI STRENGTHENS TIES WITH THE BEAUTIFUL GAME
Miles Johnson Senior Manager, Quality, Service and Technology (714) 3661048 [email protected]
ID: 28902
Hyundai Motor Co. to Proudly Serve as an Official Partner of the 2006 FIFA World Cup Germany™
Dec. 5, 2002 By serving as an Official Partner of FIFA and sponsoring major international football events, Hyundai Motor Co. has gained unprecedented levels of global media exposure thus increasing public awareness of the Hyundai brand and strengthening its corporate image.
Hyundai Motor’s latest partnership with FIFA to sponsor the 2006 FIFA World Cup Germany™ is key step in the company’s implementation of an Integrated Marketing Communication (IMC) strategy whose global reach and impact were first felt with the company’s highly successful sponsorship of the 2002 FIFA World Cup Korea/Japan™.
Hyundai Football History Hyundai Motor took a giant step forward on the road to prominence in international sports in April 1999 when it was appointed as the exclusive Official Partner in the automotive category for 13 FIFA sponsored tournaments, including the 2002 FIFA World Cup Korea/Japan™. This paved the way for the company’s leadership role in the sponsorship of professional and amateur football and on May 21 st, 1999 in Seoul the company formally unveiled to the world its plans to participate in the 2002 FIFA World Cup Korea/Japan.
1. Global Supporter of Football The two partners, FIFA and Hyundai Motor share the same principles and philosophies: spreading passion, excitement, and global unity through football. By sharing the passion, excitement, and pursuit of global unity through football, Hyundai Motor has successfully associated its corporate image with the world’s greatest sporting spectacle.
2. Hyundai Football Sponsorship
21. FIFA sanctioned events Since the signing of the 2002 FIFA World Cup™ partnership, Hyundai Motor has sponsored FIFA World Cup™ qualifying rounds in Asia, South America, Europe and North America. HMC also participated as the Official Partner in 13 FIFA sanctioned tournaments including the 2002 FIFA World Cup Korea/Japan™, FIFA Women’s World Cup 1999 and other FIFA premier football tournaments held between 1999 and 2002.
Starting in 2003, Hyundai Motor will once again be sponsoring ten FIFA sanctioned international football championships concluding with the 2006 FIFA World Cup Germany™. These events are as follows (TBD—host nation To Be Decided):
FIFA Women's World Cup 2003 PR China FIFA U20 World Youth Championship 2003 UAE, 2005 TBD FIFA U17 World Youth Championship 2003 Finland, 2005 TBD FIFA Confederations Cup 2003 France, 2005 Germany FIFA U19 Women’s Youth Cup 2004 TBD, 2006 TBD
22. EURO 2000™ On the eve of the 2002 FIFA World Cup Korea/Japan™, Hyundai Motor took center stage in Europe and enjoyed the media spotlight by participating as the Official Partner in the automotive category in the UEFA European Football Championships (EURO 2000™, June 17~July 10), Europe’s biggest sporting event. Hyundai Motor provided 440 vehicles to the EURO 2000™ Organizing Committee, and, in return, Hyundai Motor received unprecedented levels of media exposure before billions of football fans in Europe and around the world.
23. Sponsoring the Korea Football Association (KFA) & the Korea National Team To boost football's popularity and support the development of the game in Korea, Hyundai Motor serves as the official sponsor of the Korea Football Association and the Korea National Team.
24. Chonbuk Hyundai Motors Football Club Hyundai Motor has owned and operated its own professional football team, the Chonbuk Hyundai Motors Football Club since 1994. The Chonbuk Club has been a powerhouse in the KLeague and it has played a leadership role in the development of Korean football at all levels of the game.
HMC FIFA World Cup™ Marketing Program Through football, Hyundai Motor’s brand image is associated with all the dynamic, youthful and competitive aspects of the game and its superlative athletes. And by pursuing a proactive sports marketing program, Hyundai Motor is securing increased exposure of its brand internationally. Moreover, as an official FIFA partner Hyundai enjoys the company of other prestigious world brands that have been selected as FIFA’s official partners thereby helping promote its image as a globally ranked player in the automotive industry.
Since signing on with FIFA as an Official Partner of the 2002 FIFA World Cup Korea/Japan™ in 1999, Hyundai Motor has committed itself to an Integrated Marketing Communication (IMC) Strategy. Through IMC, Hyundai has been bringing all marketing activities—including advertising, promotion, PR, etc—under one unified theme: football. In line with the strategy of IMC, Hyundai had been able to achieve a great deal of success in promoting the Hyundai brand by sponsoring the Euro 2000™, 2002 FIFA World Cup™ and other FIFA sanctioned football events.
HMC’s FIFA Partnership Activities of the 2002 FIFA World Cup Korea/Japan™ The 2002 World Cup Korea/Japan™ was the first World Cup of the 21 st century, the first ever to be held in Asia and the first to be cohosted by two nations. This event opened the door to the new century with the noble ideal of a perfect and peaceful accord between the Eastern and the Western hemispheres.
1. Supplying Official Vehicles to the 2002 FIFA World Cup Korea/Japan™ Hyundai Motor provided a total of 1,053 vehicles to help transport officials of FIFA, the local Organizing Committees and each national team in Korea and Japan. The total was comprised of 631 passenger cars, including Hyundai’s most prestigious Equus and Grandeur XG models and 422 vans and buses.
2. Venue Advertising Board Two Hyundai perimeter boards were installed around the pitch in each of the 64 matches. These secured 378.2 hours of global media exposure based on live broadcasting coverage in 33 major countries during the 2002 FIFA World Cup Korea/Japan™.
3. HMC Commercial Advertisement for the 2002 FIFA World Cup Korea/Japan™ To maximize effectiveness of the sponsorship, the company launched an allnew global television advertising campaign with a specially tailored football theme thus adding extra momentum to its marketing and advertising efforts.
With this new 2002 FIFA World Cup™ Official Partner advertisement, Hyundai Motor delivered its message of enthusiasm for the 2002 FIFA World Cup™ to passionate football fans around the world. The “Cheer Waves” commercial was also shown on the jumbo stadium screens at 20 World Cup venues during the half time breaks and following the conclusion of the matches.
4. HMC 2002 FIFA World Cup™ Internet Site Hyundai Motor implemented public relations programs on its official 2002 FIFA World Cup™ internet site. Since its opening in December 1999, the Hyundai Motor Official World Cup™ Site provided an indepth look at the company’s football activities and enabled access to a diverse range of football related archives.
5. HMC Global Programs The HMC 2002 FIFA World Cup™ Global Programs consisted of three main elements: the Hyundai Ambassador program, the Hyundai Football World Championship and the Hyundai Goodwill Ball Road Show. The measured improvements in global public awareness of the Hyundai brand in the wake of the 2002 FIFA World Cup™owed heavily to this trio of HMC Global Programs. Based on accumulated experience, some of the programs, such as the Hyundai Football World Championship, will be modified to better suit the characteristics of local markets and will be executed once again as a part of the HMC Global Programs for the 2006 FIFA World Cup™.
51. Hyundai Ambassador Program Hyundai Motor appointed Johan Cruyff, the Dutch football legend, as Hyundai's Football Ambassador. Since his first appearance at the Frankfurt Motor Show, Johan Cruyff has appeared in all forms of media to promote the Hyundai brand, and he will continue to show up in HMC outdoor advertising, point of sale material distributed in dealerships, directmarketing campaigns, online, poster campaigns and printed advertising materials until 2003. Johan Cruyff’s involvement has contributed significantly to the improvement of the credibility and familiarity of the Hyundai brand and has played an important role in establishing Hyundai as a global automobile manufacturer.
52. Hyundai Football World Championship The Hyundai Football World Championship brought together 40,000 amateur players from 5,000 teams worldwide. With genuine passion and dedication, 11 teams fought their way to the World Finals that was held in front of an enthusiastic crowd in Seoul, Korea prior to the opening ceremony of the 2002 FIFA World Cup Korea/Japan™.
The Hyundai Football World Championship was a fiveaside football match, and it was held in nine regions: Korea, Japan, China, Europe, North America, Central/South America, Asia/Oceania, Africa and the Middle East.
53. Hyundai Goodwill Ball Road Show Hyundai Motor developed the Goodwill Ball Road Show that not only brought the Hyundai brand closer to people everywhere but also provided fun, festivities and interactive football activities to high traffic football city centers across the world. The program was recognized by FIFA as Hyundai Motor’s sole and exclusive program of the 2002 FIFA World Cup Korea/Japan™. The Goodwill Ball Road Show consisted of 32 giant footballs, each 4.5 meters in diameter, representing 32 qualified countries for the final of the 2002 FIFA World Cup Korea/Japan™.
Since its launching ceremony at the Busan Exhibition Convention Center, the site of the Final Draw to determine the pairings of qualified nations on November 30th , 2001, Hyundai Motor’s Goodwill Balls have been on tour throughout each of the 32 countries to convey messages of good luck to qualifying national teams.
With millions of congratulatory messages and wishes for victory and fair play from enthusiastic football fans from around the world, all of the 32 Hyundai Goodwill Balls were brought together at the Kyungbok Palace in Seoul for the Goodwill Ball Road Show Finale Ceremony. Following the ceremony, each Hyundai Goodwill Ball was displayed outside the stadiums in which their respective national teams were playing to provide encouragement and convey the best wishes of the home town fans. The balls were displayed at each match until the conclusion of the 2002 FIFA World Cup Korea/Japan™.
6. Hyundai Host Country Programs Hyundai Motor’s Host Country Programs were developed in close cooperation between Hyundai Motor and the Local Organizing Committees (LOC) in order to maximize excitement and interest in the FIFA World Cup™. Through these programs, Hyundai Motor was able to provide a onceinalifetime experience to the lucky participating guests who were able to enjoy the world’s greatest sporting event. With the successful experience gained during the 2002 FIFA World Cup™, Hyundai Motor will make the most of the 2006 FIFA World Cup™ to provide yet another unforgettable experience for Hyundai Motor’s VIPs and local Hyundai customers.
61. Hospitality Program Hyundai Motor rolled out the red carpet for the World Cup™ Hospitality Program to ensure enjoyment and convenience for every loyal Hyundai customer, VIP and member of the Hyundai global family participating in the world’s biggest football festival.
62. Onsite Program As part of its sponsorship agreement with FIFA, Hyundai Motor was able to install commercial displays at all venues to target not only Korean and Japanese but football fans from around the world. During the 2002 FIFA World Cup™, Hyundai Motor displayed its vehicles at the venue providing an opportunity to exhibit its technology and state of art styling to an international audience. In addition, two Hyundai Goodwill Balls representing each country were displayed and other interactive activities such as ‘Surfing Board,’ ‘Dart Game,’ ‘Instant Photo Camera,’ and ‘Face Painting’ were carried out as part of the onsite festivities.
64. Trophy Tour The Trophy Tour, undertaken in 10 cities in Korea and 10 Japanese cities in the weeks leading up to the start of the 2002 FIFA World Cup™, aimed to build up interest and anticipation in the tournament and demonstrated to the world the FIFA World Cup’s spirit of peace, harmony and universal brotherhood. In the Trophy Tour events, the Hyundai name figured prominently in the ‘Ulsan Dribble Relay,’ ‘World Cup Street’ as well as in the main events including ‘Speed Test,’ ‘ Bingo Game,’ ‘Instant Photo Service,’ and ‘Goodwill Ball Display’ thus further elevating the festive spirit and sense of excitement before the opening of the tournament and reaffirming its position as an official partner.
65. The Street Rally Phenomenon Having secured the rights for the broadcasting of Korea National Team’s Games to local football fans in public urban spaces, Hyundai Motor organized huge street rallies on the days of Korean national team matches in high pedestrian traffic areas where the games were aired on jumbo video screens. By doing so, Hyundai Motor contributed to the creation of ‘the new culture of cheering’ that had television audiences around the world watching in awe.
# # # Hyundai Motor America 10550 Talbert Ave, Fountain Valley, CA 92708 MEDIA WEBSITE: HyundaiNews.com CORPORATE WEBSITE: HyundaiUSA.com FOR IMMEDIATE RELEASE
HYUNDAI STRENGTHENS TIES WITH THE BEAUTIFUL GAME
Miles Johnson Senior Manager, Quality, Service and Technology (714) 3661048 [email protected]
ID: 28902
Hyundai Motor Co. to Proudly Serve as an Official Partner of the 2006 FIFA World Cup Germany™
Dec. 5, 2002 By serving as an Official Partner of FIFA and sponsoring major international football events, Hyundai Motor Co. has gained unprecedented levels of global media exposure thus increasing public awareness of the Hyundai brand and strengthening its corporate image.
Hyundai Motor’s latest partnership with FIFA to sponsor the 2006 FIFA World Cup Germany™ is key step in the company’s implementation of an Integrated Marketing Communication (IMC) strategy whose global reach and impact were first felt with the company’s highly successful sponsorship of the 2002 FIFA World Cup Korea/Japan™.
Hyundai Football History Hyundai Motor took a giant step forward on the road to prominence in international sports in April 1999 when it was appointed as the exclusive Official Partner in the automotive category for 13 FIFA sponsored tournaments, including the 2002 FIFA World Cup Korea/Japan™. This paved the way for the company’s leadership role in the sponsorship of professional and amateur football and on May 21 st, 1999 in Seoul the company formally unveiled to the world its plans to participate in the 2002 FIFA World Cup Korea/Japan.
1. Global Supporter of Football The two partners, FIFA and Hyundai Motor share the same principles and philosophies: spreading passion, excitement, and global unity through football. By sharing the passion, excitement, and pursuit of global unity through football, Hyundai Motor has successfully associated its corporate image with the world’s greatest sporting spectacle.
2. Hyundai Football Sponsorship
21. FIFA sanctioned events Since the signing of the 2002 FIFA World Cup™ partnership, Hyundai Motor has sponsored FIFA World Cup™ qualifying rounds in Asia, South America, Europe and North America. HMC also participated as the Official Partner in 13 FIFA sanctioned tournaments including the 2002 FIFA World Cup Korea/Japan™, FIFA Women’s World Cup 1999 and other FIFA premier football tournaments held between 1999 and 2002.
Starting in 2003, Hyundai Motor will once again be sponsoring ten FIFA sanctioned international football championships concluding with the 2006 FIFA World Cup Germany™. These events are as follows (TBD—host nation To Be Decided):
FIFA Women's World Cup 2003 PR China FIFA U20 World Youth Championship 2003 UAE, 2005 TBD FIFA U17 World Youth Championship 2003 Finland, 2005 TBD FIFA Confederations Cup 2003 France, 2005 Germany FIFA U19 Women’s Youth Cup 2004 TBD, 2006 TBD
22. EURO 2000™ On the eve of the 2002 FIFA World Cup Korea/Japan™, Hyundai Motor took center stage in Europe and enjoyed the media spotlight by participating as the Official Partner in the automotive category in the UEFA European Football Championships (EURO 2000™, June 17~July 10), Europe’s biggest sporting event. Hyundai Motor provided 440 vehicles to the EURO 2000™ Organizing Committee, and, in return, Hyundai Motor received unprecedented levels of media exposure before billions of football fans in Europe and around the world.
23. Sponsoring the Korea Football Association (KFA) & the Korea National Team To boost football's popularity and support the development of the game in Korea, Hyundai Motor serves as the official sponsor of the Korea Football Association and the Korea National Team.
24. Chonbuk Hyundai Motors Football Club Hyundai Motor has owned and operated its own professional football team, the Chonbuk Hyundai Motors Football Club since 1994. The Chonbuk Club has been a powerhouse in the KLeague and it has played a leadership role in the development of Korean football at all levels of the game.
HMC FIFA World Cup™ Marketing Program Through football, Hyundai Motor’s brand image is associated with all the dynamic, youthful and competitive aspects of the game and its superlative athletes. And by pursuing a proactive sports marketing program, Hyundai Motor is securing increased exposure of its brand internationally. Moreover, as an official FIFA partner Hyundai enjoys the company of other prestigious world brands that have been selected as FIFA’s official partners thereby helping promote its image as a globally ranked player in the automotive industry.
Since signing on with FIFA as an Official Partner of the 2002 FIFA World Cup Korea/Japan™ in 1999, Hyundai Motor has committed itself to an Integrated Marketing Communication (IMC) Strategy. Through IMC, Hyundai has been bringing all marketing activities—including advertising, promotion, PR, etc—under one unified theme: football. In line with the strategy of IMC, Hyundai had been able to achieve a great deal of success in promoting the Hyundai brand by sponsoring the Euro 2000™, 2002 FIFA World Cup™ and other FIFA sanctioned football events.
HMC’s FIFA Partnership Activities of the 2002 FIFA World Cup Korea/Japan™ The 2002 World Cup Korea/Japan™ was the first World Cup of the 21 st century, the first ever to be held in Asia and the first to be cohosted by two nations. This event opened the door to the new century with the noble ideal of a perfect and peaceful accord between the Eastern and the Western hemispheres.
1. Supplying Official Vehicles to the 2002 FIFA World Cup Korea/Japan™ Hyundai Motor provided a total of 1,053 vehicles to help transport officials of FIFA, the local Organizing Committees and each national team in Korea and Japan. The total was comprised of 631 passenger cars, including Hyundai’s most prestigious Equus and Grandeur XG models and 422 vans and buses.
2. Venue Advertising Board Two Hyundai perimeter boards were installed around the pitch in each of the 64 matches. These secured 378.2 hours of global media exposure based on live broadcasting coverage in 33 major countries during the 2002 FIFA World Cup Korea/Japan™.
3. HMC Commercial Advertisement for the 2002 FIFA World Cup Korea/Japan™ To maximize effectiveness of the sponsorship, the company launched an allnew global television advertising campaign with a specially tailored football theme thus adding extra momentum to its marketing and advertising efforts.
With this new 2002 FIFA World Cup™ Official Partner advertisement, Hyundai Motor delivered its message of enthusiasm for the 2002 FIFA World Cup™ to passionate football fans around the world. The “Cheer Waves” commercial was also shown on the jumbo stadium screens at 20 World Cup venues during the half time breaks and following the conclusion of the matches.
4. HMC 2002 FIFA World Cup™ Internet Site Hyundai Motor implemented public relations programs on its official 2002 FIFA World Cup™ internet site. Since its opening in December 1999, the Hyundai Motor Official World Cup™ Site provided an indepth look at the company’s football activities and enabled access to a diverse range of football related archives.
5. HMC Global Programs The HMC 2002 FIFA World Cup™ Global Programs consisted of three main elements: the Hyundai Ambassador program, the Hyundai Football World Championship and the Hyundai Goodwill Ball Road Show. The measured improvements in global public awareness of the Hyundai brand in the wake of the 2002 FIFA World Cup™owed heavily to this trio of HMC Global Programs. Based on accumulated experience, some of the programs, such as the Hyundai Football World Championship, will be modified to better suit the characteristics of local markets and will be executed once again as a part of the HMC Global Programs for the 2006 FIFA World Cup™.
51. Hyundai Ambassador Program Hyundai Motor appointed Johan Cruyff, the Dutch football legend, as Hyundai's Football Ambassador. Since his first appearance at the Frankfurt Motor Show, Johan Cruyff has appeared in all forms of media to promote the Hyundai brand, and he will continue to show up in HMC outdoor advertising, point of sale material distributed in dealerships, directmarketing campaigns, online, poster campaigns and printed advertising materials until 2003. Johan Cruyff’s involvement has contributed significantly to the improvement of the credibility and familiarity of the Hyundai brand and has played an important role in establishing Hyundai as a global automobile manufacturer.
52. Hyundai Football World Championship The Hyundai Football World Championship brought together 40,000 amateur players from 5,000 teams worldwide. With genuine passion and dedication, 11 teams fought their way to the World Finals that was held in front of an enthusiastic crowd in Seoul, Korea prior to the opening ceremony of the 2002 FIFA World Cup Korea/Japan™.
The Hyundai Football World Championship was a fiveaside football match, and it was held in nine regions: Korea, Japan, China, Europe, North America, Central/South America, Asia/Oceania, Africa and the Middle East.
53. Hyundai Goodwill Ball Road Show Hyundai Motor developed the Goodwill Ball Road Show that not only brought the Hyundai brand closer to people everywhere but also provided fun, festivities and interactive football activities to high traffic football city centers across the world. The program was recognized by FIFA as Hyundai Motor’s sole and exclusive program of the 2002 FIFA World Cup Korea/Japan™. The Goodwill Ball Road Show consisted of 32 giant footballs, each 4.5 meters in diameter, representing 32 qualified countries for the final of the 2002 FIFA World Cup Korea/Japan™.
Since its launching ceremony at the Busan Exhibition Convention Center, the site of the Final Draw to determine the pairings of qualified nations on November 30th , 2001, Hyundai Motor’s Goodwill Balls have been on tour throughout each of the 32 countries to convey messages of good luck to qualifying national teams.
With millions of congratulatory messages and wishes for victory and fair play from enthusiastic football fans from around the world, all of the 32 Hyundai Goodwill Balls were brought together at the Kyungbok Palace in Seoul for the Goodwill Ball Road Show Finale Ceremony. Following the ceremony, each Hyundai Goodwill Ball was displayed outside the stadiums in which their respective national teams were playing to provide encouragement and convey the best wishes of the home town fans. The balls were displayed at each match until the conclusion of the 2002 FIFA World Cup Korea/Japan™.
6. Hyundai Host Country Programs Hyundai Motor’s Host Country Programs were developed in close cooperation between Hyundai Motor and the Local Organizing Committees (LOC) in order to maximize excitement and interest in the FIFA World Cup™. Through these programs, Hyundai Motor was able to provide a onceinalifetime experience to the lucky participating guests who were able to enjoy the world’s greatest sporting event. With the successful experience gained during the 2002 FIFA World Cup™, Hyundai Motor will make the most of the 2006 FIFA World Cup™ to provide yet another unforgettable experience for Hyundai Motor’s VIPs and local Hyundai customers.
61. Hospitality Program Hyundai Motor rolled out the red carpet for the World Cup™ Hospitality Program to ensure enjoyment and convenience for every loyal Hyundai customer, VIP and member of the Hyundai global family participating in the world’s biggest football festival.
62. Onsite Program As part of its sponsorship agreement with FIFA, Hyundai Motor was able to install commercial displays at all venues to target not only Korean and Japanese but football fans from around the world. During the 2002 FIFA World Cup™, Hyundai Motor displayed its vehicles at the venue providing an opportunity to exhibit its technology and state of art styling to an international audience. In addition, two Hyundai Goodwill Balls representing each country were displayed and other interactive activities such as ‘Surfing Board,’ ‘Dart Game,’ ‘Instant Photo Camera,’ and ‘Face Painting’ were carried out as part of the onsite festivities.
64. Trophy Tour The Trophy Tour, undertaken in 10 cities in Korea and 10 Japanese cities in the weeks leading up to the start of the 2002 FIFA World Cup™, aimed to build up interest and anticipation in the tournament and demonstrated to the world the FIFA World Cup’s spirit of peace, harmony and universal brotherhood. In the Trophy Tour events, the Hyundai name figured prominently in the ‘Ulsan Dribble Relay,’ ‘World Cup Street’ as well as in the main events including ‘Speed Test,’ ‘ Bingo Game,’ ‘Instant Photo Service,’ and ‘Goodwill Ball Display’ thus further elevating the festive spirit and sense of excitement before the opening of the tournament and reaffirming its position as an official partner.
65. The Street Rally Phenomenon Having secured the rights for the broadcasting of Korea National Team’s Games to local football fans in public urban spaces, Hyundai Motor organized huge street rallies on the days of Korean national team matches in high pedestrian traffic areas where the games were aired on jumbo video screens. By doing so, Hyundai Motor contributed to the creation of ‘the new culture of cheering’ that had television audiences around the world watching in awe.
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