Hyundai A-League

Hyundai has been the naming rights partner of the Hyundai A-League since the first ball was kicked back in 2004.

THE CHALLENGE:

Hyundai became the foundation naming rights partner of the Hyundai A-League when it was established in 2004 and has been so ever since. Hyundai's Football Federation Australia sponsorship also includes rights for the Caltex Socceroos Westfield Matildas and Westfield W-League. With such a strong legacy of involvement in football Hyundai seeks to be the brand to truly put football on the map in Australia.

THE STRATEGY:

To do this, in collaboration with Octagon, we had to reveal Hyundai's attitude toward football - that they are fans as they are sponsors - therefore throughout all of our leverage activities we seek to enhance the experience of football fans and to do so as a fan ourselves. We communicate this as being a Proud Fan + Official Sponsor. Our football
activities include paid media campaigns, unique and memorable initiatives and competitions for fans and match day activities across all 9 Australia based Hyundai A-League clubs.

THE SOLUTION:

Amongst other activity we developed two, main multi-channel, interactive promotions to bring together the fans, the sport and our brand.

With Star in the Car, fans were invited to guess who the famous footballer was and which Hyundai vehicle they were driving. With ten different films (one per club) aired across multiple platforms in a six-week campaign, over 7,000 entries were received, delivering a 42% conversion to entry rate.

The Hyundai Fan Wall was born to give fellow fans some much deserved limelight. We put fans' faces where one might otherwise see a logo - on media backdrops, LED stadium signage and on national TV coverage. One lucky fan each season that enters wins a brand new Hyundai.

STAR IN THE CAR


Match the Hyundai A-League Star with the Hyundai Car for a chance to win a football trip of a lifetime.

With a multi-channel reach to over 9 million Australians, Star in the Car gives Hyundai a chance to connect the stars of the Hyundai A-League to its vehicle range and offers reach beyond core Hyundai A-League fans and data capture.

HYUNDAI MATCH DAYS


To demonstrate Hyundai's recognition of the fans we swap out Hyundai logos for the faces of fans.
Throughout the Hyundai A-League we offer fans the chance to submit a photo to appear in support of their team. These photos replace the Hyundai logo across the Fox Sports broadcast and in stadia.
Hyundai provides a memorable match day to fans travelling to each club throughout the season.
At key Hyundai A-League matches throughout the season we take our activities to the fans including the Fan Wall and also our Hyundai Fan Van and Half Time Cross Bar Challenge - providing fans the chance to kick for a car.

- 26% Brand Perception of total population that Hyundai is a 'Proud Fan of the A-League'
- 4% increase in Purchase Consideration for Hyundai amongst total population

Hyundai's football sponsorship is a marquee sponsorship in Australia and helps the brand enhance its consideration and relevance to Aussie sports fans. Football has seen strong growth in participation and Hyundai A-League support in recent years and Hyundai strives to be the dominant brand in the sport.

For more on Hyundai's football sponsorships, visit www.hyundaifootball.com.au

FAN WALL BILLBOARD


To demonstrate Hyundai's recognition of the fans we swap out Hyundai logos for the faces of fans.
Throughout the Hyundai A-League we offer fans the chance to submit a photo to appear in support of their team. These photos replace the Hyundai logo across the Fox Sports broadcast and in stadia.

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