Hyundai Motor Company, the South Korean-based global automotive manufacturer, has extended its long-standing global partnership with World Archery, the international governing body for the sport, through 2028.
The renewal further strengthens one of Olympic sport’s longest-running commercial relationships and reinforces Hyundai’s commitment to innovation, inclusivity, and the long-term development of archery across both Olympic and Paralympic pathways.
Under the renewed agreement, Hyundai will continue as World Archery’s global automotive partner, supporting major international competitions including the World Archery Championships, the World Archery World Cup circuit, and events across the Los Angeles 2028 Olympic and Paralympic cycles. The extension ensures Hyundai’s sustained presence across elite, para, and indoor archery competitions worldwide.
José Muñoz, President and CEO of Hyundai Motor Company, said, “Archery demands the same qualities we strive for every day at Hyundai: precision, focus, discipline, and the relentless pursuit of excellence. An archer’s dedication to training, their composure under pressure, and their commitment to continuous improvement mirror how we approach designing and building vehicles that earn our customers’ trust. This partnership, which began under our Executive Chair’s vision, reflects values deeply rooted in Korean culture and in our company. We’re proud to expand our support to include Para Archery and Indoor Archery, reinforcing our belief that sport, like mobility, should be accessible to everyone. Through this collaboration, we continue to champion precision, inclusivity, and innovation on the global stage.”
Greg Easton, President of World Archery, added, “The collaboration between World Archery and Hyundai Motor Company plays a vital role in elevating our sport globally, and we are delighted to extend our partnership for another three years. Our shared focus on precision and excellence widens from 2026, with Hyundai’s new commitment to para archery and support of mass-participation events, championing inclusion and active communities, as well as elite performance.”
Hyundai has been a pivotal partner of World Archery since 2016, making significant contributions to the sport’s global growth, professionalisation, and increased visibility. Under the renewed agreement, Hyundai will retain title sponsorship of key international tournaments while extending its support to the Para Archery and Indoor Archery World Series for the first time. The partnership also introduces a dedicated robotics sponsorship category, underlining Hyundai’s positioning as a leader in advanced technology and future mobility.
Beyond event sponsorship, Hyundai’s collaboration with World Archery has supported long-term development initiatives, including the World Archery Excellence Centre in Switzerland, which trains elite athletes from around the world, and the Asia Archery Museum, which preserves and promotes the sport’s cultural heritage. Hyundai branding will continue to feature prominently across tournaments broadcast in more than 80 countries, delivering sustained global visibility.
Para Archery remains a central pillar of the partnership. Hyundai’s continued backing of adaptive technologies and inclusive competition platforms reflects a shared commitment to accessibility and equality, reinforcing archery’s reputation as one of the most inclusive sports within the Olympic and Paralympic movement.
For Hyundai, archery occupies a distinctive position within its global sports marketing portfolio, which also spans football, esports, and the Olympic Movement. The sport offers year-round international exposure, strong Olympic and Paralympic alignment, and a clear link between elite performance and engineering precision.
The extension through 2028 signals Hyundai’s continued focus on long-term brand equity rather than short-term visibility. With major global sporting milestones ahead, the partnership positions Hyundai as a committed stakeholder in the future of archery, supporting innovation, inclusivity, and sustainable growth on the world stage.
