Hyundai 2006 Annual Report Download - page 50

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46
Sports Marketing
‘Goodwill ball’, one of HMC’s Germany World Cup sports marketing, was displayed at each
football ground to represent worldwide people’s enthusiasm and hope for World Cup victory.
• SPORTS MARKETING
The 2006 global sporting year was dominated by 2006 FIFA World Cup Germany™. The month-long event brought
32 participating nations together across Germany for the biggest sporting event in the world, an event which was
viewed by an accumulated worldwide audience of more than 30 billion people.
Hyundai’s partnership with FIFA began in 1999 with the sponsorship of 2002 FIFA World Cup Korea/Japan™. Since
2005 we have been one of the six elite official partners, the only motoring company to secure this honor. Set to
continue through to 2014, our partnership with FIFA will ensure the Hyundai brand remains connected to the world
game through the 2010 and 2014 world cups.
At 2006 FIFA World Cup Germany™ a number of programs and initiatives captured the imagination of football fans
in Germany and around the world. These began in May 2006 with the handing over of an official World Cup fleet of
1,000 VIP vehicles and buses to the German Organizing Committee (GOC) President and football legend Franz
Beckenbauer. Hyundai buses were allocated to every nation competing in the event with each bus painted in its’
teams national colors. VIP vehicles included Hyundai Sonata, Azera/Granduer, Trajet, Santa Fe, Tucson and H-1.
The Goodwill Ball Road Show was an innovative program which generated huge interest amongst world cup
participating nations. Giant “Hyundai footballs” toured the participating nations gathering messages of support and
good luck for their teams’ victory and fair play. Prior to the first match the balls landed in Germany and were
presented to the participating teams during a gala launch.
In 2006 Hyundai began an involvement with Triple-A Baseball. On April 18 the 120 year old league announced
Hyundai as its official sponsor. With an attendance figure of 14.1 million fans in 2005, Triple-A Baseball is the fifth
most attended sport in the US.