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SBD Global/August 15, 2014/Marketing and Sponsorship

Int'l Tennis Tournament Hopman Cup Hit As Hyundai Ends Long-Running Sponsorship

The Hopman Cup "has suffered a massive blow less than six months out from the 2015 tournament, with Hyundai ending its long-running sponsorship of the event," according to Bridget Lacy of the WEST AUSTRALIAN. Hyundai "has been a supporter of the mixed-teams event since its inception 26 years ago and became the naming-rights sponsor in 1998." Hyundai "decided not to renew its association with the iconic Perth event when the previous two-year agreement ran out at the end of June." The sponsorship deal was believed to have been worth about A$800,000 a year, while Hyundai "also provided a fleet of 30 courtesy cars to transport VIPs, tournament officials and players last year" (WEST AUSTRALIAN, 8/14). In Perth, Braden Quartermaine wrote despite the setback, the tournament’s future "is under no immediate threat," with the State Government a key backer and "keen to ensure the event remains in Western Australia." This summer’s tournament "runs from January 4-10 at Perth Arena" (PERTH NOW, 8/14).
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