The Hyundai logo will stay to feature on the back of the shirt in domestic competitions throughout the season and on the shirt of the club’s Coppa Italia-winning women’s team.
The Hyundai brand will be visible around the Stadio Olimpico and Trigoria training centre, social media, and other brand spaces, as agreed. To celebrate the launch of the new partnership, AS Roma’s first-team players Edin Dzeko, Javier Pastore, Bryan Cristante, and Cengiz Ünder feature in a new video, filmed at the club’s Trigoria training facility.
Commenting on the deal, Andreas-Christoph Hofmann, vice-president of marketing and product at Hyundai Motor Europe said, “By sponsoring the top clubs at the highest calibre of football, Hyundai’s pan-European strategy will continue to see success with AS Roma on our side.”
The deal adds to Hyundai’s collection of football sponsorships in capital cities across Europe, comprising shirt sleeve deals with Chelsea (worth 50 million pounds) in London, Atlético de Madrid, and Hertha Berlin, all of which conclude at the end of the 2021-22 season.
Until the 2020-21 season, Hyundai was also the principal shirt sponsor of French Ligue 1 club Olympique de Lyonnais. Hyundai decided not to take up a lesser sponsorship place on the club roster, leaving the club without a car sponsor in 2020-21. The car category role has now been utilized by the French division of MG Motors.
Should Hyundai try and achieve the set of capital city teams from Europe’s top five football markets, as there is a car sponsor opening at Paris Saint-Germain, where Renault was the club’s official car in a three-year deal till 2020-21 season.