Hyundai punts on NFL sponsorship deal
Hyundai Motor America isn't striking a new sponsorship deal with the NFL when its four-year partnership ends after this season, clearing the way for another automaker to take the mantle.
Hyundai Motor America CMO Dean Evans confirmed during the Detroit auto show that the automaker doesn't have any plans to re-engage with the league on a new deal. But Evans made clear that NFL programming will still be a key piece of its marketing strategy going forward.
Some dealers questioned the effectiveness of the sponsorship over the years because it didn't offer much direct advertising exposure during NFL games on mainstream networks such as Fox, CBS and NBC. While Hyundai carried the official vehicle and SUV moniker, and Genesis was the official luxury vehicle, rival brands such as Ford and Toyota still filled the airwaves on game days.