• November 4, 2010

Hyundai Motor is applying its "Big Voices in Big Places" strategy to its new Equus luxury car by grabbing title sponsorship of the PGA Tour's season-opening tournament at The Plantation Course in Kapalua, Hawaii for the next three years. As part of this agreement and commencing with the 2011 tournament, the event is being renamed the Hyundai Tournament of Champions.

Hyundai's other megaphone media positions include advertising and sponsorship of the Super Bowl, an exclusive automotive sponsorship of the Academy Awards and a global sponsorship of the 2010 FIFA World Cup.

The other sponsor in the deal is Seoul Broadcasting System, which will continue its involvement with the tournament based on its original 10-year sponsorship agreement through 2019. SBS will have hospitality and other on-site activities. SBS also will continue to broadcast PGA tourneys in Korea through 2019. SBS has been a broadcast partner of the PGA Tour for more than 15 years.