Hyundai has sealed its commitment to African football with a new brand partnership with the current African and CAF Super Cup champion, Mamelodi Sundowns FC.
The 3-year-deal goes beyond the traditional vehicle sponsorship and encompasses a shirt sleeve sponsorship, the supply of Hyundai vehicles to the club, and a marketing partnership that includes co-promotion of all vehicles in the Hyundai range in South Africa.
As a global brand, Hyundai has 15 years of experience in global football as an official automotive partner of FIFA. “We are a young, dynamic global brand that is constantly challenging the norms, so we are proud to introduce this partnership with Mamelodi Sundowns FC,” says Niall Lynch, CEO of Hyundai Automotive South Africa.
Mamelodi Sundowns, who will play their first game with the Hyundai brand on their sleeve against Kaizer Chiefs on Tuesday 17 October on their home turf at Loftus Versfeld, Pretoria, is one of the most respected and successful clubs in South Africa and on the continent. Sundowns are the record breaking seven-times PSL champions, and is the South African and CAF Club of the year, which made them an obvious choice as a partner for Hyundai as they have achieved success on local, continental and global levels.
Hyundai and Sundowns’ growth over the years have many similarities: Hyundai is the youngest and one of the fastest growing brands in the world; and is now one of the top-4 passenger car brands in the South African market. Mamelodi Sundowns FC was only established in 1970, yet today it is one of the unparalleled champions of South African football.
It is Sundowns’ success off the field as well that drew Hyundai to this partner. Lynch adds: “Sundowns is synonymous with music and style, and even the township of Mamelodi. They are a quintessential South African brand and have a depth of social equity, because they have invested not only in the community, but in football as a whole.
“This progressive and unencumbered thinking really makes them stand head and shoulders above their competitors. It’s inspiring for us as Hyundai and we hope to emulate this genuine and deep emotive resonance in our brand.”
Patrice Motsepe, president of Mamelodi Sundowns FC, says: “We’re excited to welcome Hyundai to the Sundowns family. Just like Mamelodi Sundowns, Hyundai is innovative in its approach and determined to be number one in every market they compete in.”
Both Hyundai and Sundowns view this three-year partnership as an opportunity to explore and redefine what brand partnerships can achieve beyond football.
Motsepe handed a framed yellow Sundowns shirt, signed by all the players, to Lynch at the announcement of the brand partnership.
— Arrive Alive (@_ArriveAlive) October 16, 2017