SBD/Morning Buzz

Hyundai Increases College Sports Presence, Inks Deals With 24 Schools

Korean automaker Hyundai today will announce that it has signed sponsorship agreements with 24 universities, giving it on-site activation, media buys and hospitality. The deals were brokered by IMG College from its stable of 80-plus schools, giving Hyundai rights at Florida, Georgia, Ohio State, Oregon and Texas, among others. Hyundai will bring vehicle and information displays to 64 home games this season at 15 schools, and another nine schools will come on board next season. Hyundai’s lead ad agency is Innocean. Jack Morton works with the automaker on event marketing and the IMG College deal.

“Hyundai’s program will allow fans to ‘kick the tires’ at Hyundai vehicle displays and receive brand messages within and outside football stadiums,” said IMG College Chief Sales & Marketing Officer Roger VanDerSnick. Additionally, Hyundai will be the presenting sponsor of ESPN’s Thursday night college football beginning with tomorrow’s LSU-Mississippi State game.
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