Hyundai has signed a four-year deal to become the official auto sponsor of the NFL, allowing the automaker to "use NFL trademarks and have access to major events," according to Kim & Soshnick of BLOOMBERG NEWS. Hyundai replaces GM, which ended its deal with the NFL "this past season after holding rights" since '01. Terms of the Hyundai deal were not disclosed, but a source said that GM was paying $25M annually, "excluding advertising time buys." GM heavily promoted its GMC brand "through its NFL association." Kim & Soshnick note the NFL-Hyundai deal comes amid the automaker's "efforts to cut costs and reduce production as sales and profit declined." The company is "counting on the new NFL deal to boost market exposure in the U.S., which will ultimately lead to an increase in sales" (BLOOMBERG NEWS, 6/29). AUTOMOTIVE NEWS' Gabe Nelson notes Hyundai and corporate sibling Kia have "made heavy use of sports marketing in recent years." Hyundai has had a "live presence at hundreds of college football games" since '11 through a partnership with IMG, while Kia, the NBA's official auto sponsor, has "secured an endorsement from hoops superstar LeBron James for its K900 luxury sedan" (AUTONEWS.com, 6/29).
