Globally Hyundai cars are very popular with women as well as with traditional male buyers. Hyundai celebrates this phenomenon through its sponsorship of the FIFA Women’s World Cup currently playing off in France.
Women’s sport is traditionally less popular than men’s, but the Korean giant is solidly behind this sporting spectacle currently playing out on the world stage.
This overall active program to support women’s achievements is called True Passion. True Passion at the World Cup specifically refers to these female athletes’ inner strength for overcoming various social barriers and challenges. Hyundai has created diverse initiatives to involve and inspire fans, including paying tribute to the heroes of female football over the years.
Hyundai’s support includes broadcasting the life histories of ten players from Olympique Lyon FC and Chelsea FC. It also supplies 96 vehicles for event logistics, including the Hyundai Santa Fe, Hyundai Tucson, and Hyundai Kona. They also contribute to the hype with special programs such as the Match Predictor presented and Goal of the Tournament which boosts fans’ participation.
The Women’s World Cup has been held since the 1991 inauguration in China. This year 24 national teams from Australia, China, Japan, South Korea, Thailand, Cameroon, Nigeria, South Africa, Canada, Jamaica, United States, Argentina, Brazil, Chile, New Zealand, England, France, Germany, Italy, Netherlands, Norway, Scotland, Spain, and Sweden.
“Throughout the FIFA Women’s World Cup France 2019, Hyundai has incorporated its long-held support for women’s dignity and equal rights into the True Passion campaign,” said Wonhong Cho, Chief Marketing Officer of Hyundai. “We will put more efforts to grow as a company dedicated to strengthening women’s capabilities all around the world.”
True Passion celebrates women’s achievements not only in sport but in all walks of life. Take for example its launch of the Hyundai Creta in South Africa in 2017. The event kicked off on International Women’s day at Constitution Hill’s Women’s Jail, with South African women high achievers as brand ambassadors.
Sponsorship of football – the Beautiful Game loved by fans around the world and uniting them in a spirit of sportsmanship – and its related activities are the foundation of Hyundai’s global sponsorship initiatives.
Hyundai Motor has been the Official Automotive Partner of FIFA World Cup Events since 1999, with commitment stretching to 2022.