Big Group brokers new partnership for Hyundai Motor UK with the Mercury Prize

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Integrated marketing agency, Big Group, are proud to announce the completion of a new sponsorship contract for their client Hyundai Motor UK with the prestigious Mercury Prize

Brokered by Big Group, the new partnership positions Hyundai Motor UK as the title partner of the 25th Mercury prize and is part of a three-year agreement.

Commenting on the new partnership, Big Group CEO Nick Scott said, “We are thrilled that this new partnership has come to fruition. We have a 25 year history in the music industry and pride ourselves on developing our client needs and ambitions through opportunity. This is the perfect time for Hyundai Motor UK to explore a music partnership that celebrates innovation.”

David Pugh, Marketing Director, Hyundai Motor UK said, “Hyundai Motor is proud to be part of the continuing history of the Mercury Prize as its new title sponsor. We love the fact that this strong and relevant partnership reflects the pioneering spirit of our brand by celebrating and promoting innovation in music, bringing the best of the UK and Irish scene to the world.”

The Hyundai Mercury Prize promotes the best of UK and Irish music and the artists who produce it. This is done primarily through the celebration of the 12 ‘Albums of the Year’. The overall Hyundai Mercury Prize for Album of the Year is the music equivalent to the Booker Prize for literature and the Turner Prize for art.

Now in its 25th year, this year’s Mercury Prize will be introducing a number of new elements.

Dan Ford, Managing Director of the Hyundai Mercury Prize said, “2016 marks the start of a new era of innovation for the Mercury Prize, as we begin a dynamic new partnership with Hyundai. We are particularly excited about the evolution of the judging process, including the introduction of a diverse new panel and online fan poll. The changes will enable music fans to play a part in the process for the first time, whilst ensuring that the Prize maintains its reputation for celebrating the best British and Irish albums, based solely on artistic merit.”

The shortlist of 12 Hyundai Mercury Prize ‘2016 Albums of the Year’ will be revealed at the Albums of the Year Launch event on Thursday 4 August and the winners announced as part of the 2016 Awards Show, which will take place on Thursday 15 September.

Big Group manage a number of communications roles for Hyundai Motor UK, including sponsorships.