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Hyundai expands NFL sponsorship to Sunday Night Football, branded miniseries


By Bennett Bennett | Staff writer

August 30, 2018 | 3 min read

Hyundai announced the expansion of its NFL sponsorship, which has included becoming the presenting sponsor of NBC’s Sunday Night Football Kickoff broadcast.

NFL signage

Hyundai has expanded its partnership with the NFL, driving Sunday Night Football's kickoff show / Adrian Curiel via Unsplash

The carmaker has returned as the presenting sponsor for 2018’s NFL Kickoff, which will include a day-long festival and celebration for reigning champion Philadelphia Eagles. This year marks the fourth straight year of Hyundai’s spot as official car of the National Football League.

Partner agency Innocean (which purchased David & Goliath earlier this year) has helped to develop a miniseries called Cover 2, which Hyundai will also sponsor. Said to provide fans with a closer look at some of the league's best rivalries, the three-part series will pair former players from teams with longstanding rivalries. In each episode has the two discussing the important moments and aspects of their respective rivalry which makes them special, while driving around the home city in a Hyundai Santa Fe.

This year’s featured rivalries: Baltimore Ravens and the Pittsburgh Steelers, the LA Rams and the 49ers, and the Green Bay Packers and Minnesota Vikings.

Dean Evans, chief marketer for Hyundai North America said in a statement: "Our new NBC Sunday Night Football sponsorship is a perfect complement to our overall NFL marketing program and allows us to reach the NFL's largest broadcast audience each week. Passion is a shared value between the NFL and Hyundai and we plan on showcasing that throughout the season."

Dan Lovinger, NBC Sports Group’s executive vice president, advertising sales, added: "We're excited to welcome Hyundai as the new presenting sponsor of our weekly SNF Kickoff show, and to work with them to build an unparalleled marketing program to reach the largest, avid fan base in sports."

The NFL has lined itself up for a new season with a new chief marketer, adding Activision Blizzard’s Tim Ellis to replace Dawn Hudson, who left earlier in the year to join the Motion Picture Academy.

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