Activation at Two Dozen IMG Universities Key to Hyundai’s Broad College Football Sponsorship
Following UPS’s historic commitment to a national collegiate sports sponsorship, Hyundai has become another major brand to utilize the new collegiate marketing platform built by IMG College, it was announced today.
Tapping into IMG College’s national network of collegiate partners, Hyundai has established official sponsorship relationships with numerous schools in IMG College’s portfolio, including activation at 15 universities in 2011 with plans to add nine more IMG partner schools next season. The local school relationships brokered by IMG provide Hyundai a myriad on-site sponsorship, marketing, media and hospitality opportunities.
The program includes on-site displays at some of this fall’s most high-profile football matchups, as well as print, online and local media support. Game-day display elements will include on-field promotions, on-site displays, tickets for hospitality and unique giveaways. Hyundai will bring vehicle and information displays to 64 home games this year at institutions including Alabama, Arizona, Arkansas, Auburn, California, Florida, Florida State, Georgia, Georgia Tech, Ohio State, Oregon, Pittsburgh, South Carolina, Texas and Virginia Tech. IMG College, the nation’s leading collegiate sports marketing company, manages the media and sponsorship rights to each of these universities and drove the development of Hyundai’s program.
“Hyundai’s significant commitment to campus marketing at schools across the country further validates the national sponsorship platform built by IMG College and the strong momentum of collegiate sports,” said Roger VanDerSnick, Chief Sales and Marketing Officer, IMG College. “In activating with numerous IMG College schools, Hyundai’s program will allow fans to ‘kick the tires’ at Hyundai vehicle displays and receive brand messages within and outside the football stadiums. Dealers will benefit from customer engagement and business-to-business opportunities in an exciting atmosphere at some of the largest events in sports.”
“There are 173 million college sports fans across America whose passion and loyalty mirror the values of Hyundai, making college football a very attractive marketing vehicle for us,” said Steve Shannon, vice president of Marketing, Hyundai Motor America. “We understand that passion drives loyalty, and there’s no better place to reach passionate fans than at a college football stadium filled to capacity throughout the fall. We are attracted to the size and scope of college football, its manifestation of Americana, and the one-stop shopping IMG College provided in helping us to embrace these passionate fans at schools nationwide.”
Hyundai’s collegiate program will meld local and national elements. The automaker’s local campus-focused marketing, designed to connect the loyalty of Hyundai owners with the passion of college football fans and the tradition of college football teams across the nation, complements its presenting sponsorship of “Thursday Night College Football Live” on ESPN. Hyundai will have in-game advertising during featured games across ABC’s family of networks including ESPN and ESPN2, kicking off at this season’s inaugural Thursday game featuring Louisiana State University and Mississippi State. The campaign continues Hyundai’s overarching marketing strategy of “Big Voices in Big Places,” ensuring the brand is represented in the nation’s most high-profile events and attractions.
Hyundai’s partnership with ESPN as the presenting sponsor of “Thursday Night College Football Live” includes seven executions of programs on ESPN/ESPN2. The current schedule includes programming on September 15 and 29, October 6, 13, 20 and 27, and November 10.