Hyundai's sponsorship will feature an array of branding elements, including in-studio logosGETTY IMAGES
Hyundai has "landed sponsorship rights" for NBC's "SNF" kickoff show, according to Vince Bond Jr. of AD AGE. The NFL's official automotive sponsor came into the '18 season "looking to assume a bigger role on game day." The original '15 deal between Hyundai and the NFL "offered little direct advertising exposure during NFL games on Fox, CBS and NBC, leaving the door open for deeper-pocketed brands to own game day telecasts." Hyundai Motor America CMO Dean Evans said, "You can buy the sponsorship, and then if you don't have enough money to run enough TV commercials, you almost don't look like the sponsor." Evans added, "We've tried to recalibrate that a little bit. When you're watching football this year, it's going to feel more like Hyundai is the sponsor." Hyundai said that the presenting sponsorship of the "SNF" kickoff show will "feature an array of branding elements, including logo animations, in-studio logos, a weekly feature and logo placements on the broadcast's countdown clock and scoreboard, among others." Hyundai will also "sponsor a three-part digital series called 'Cover 2'" that will "give fans a closer look at some league rivalries." The series will be "produced" by Hyundai's in-house ad agency, Huntington Beach-based Innocean (ADAGE.com, 8/29). MEDIA POST's Tanya Gazdik noted Hyundai and the NFL have a "four-year deal" that ends in June '19. Hyundai also "continues its partnerships with six teams" for the '18 season -- the Cardinals, Texans, Rams, Dolphins, Vikings and Steelers. Hyundai will have "local activations at each home game for the sponsored teams." The kickoff show and "local team activations are managed by" Stamford-based Advantage Marketing (MEDIAPOST.com, 8/29). Kia had previously sponsored the "SNF" kickoff show (THE DAILY).
