For hours on end every Sunday this fall, American football fans are going to see something new on their television screens: the Hyundai logo. The South Korean automaker is taking over for General Motors as the league’s top sponsor in a new four-year agreement.
No figures were released on the deal, but ESPN reported that Hyundai will pay $50 million annually: double GM’s $25 million payout. Unlike the GM deal, the NFL can still sell the truck category and the rights to give away that vehicle to the Super Bowl MVP. GM’s three-year deal was exclusive, but was tied specifically to GMC.
“We value our relationship with the NFL and its fans, but have decided to focus our sponsorship resources in other areas in the future,” GM said in a statement. (more…)