• by Tanya Gazdik , August 25, 2023

Genesis is kicking off the 2023 college football season with a new presenting sponsorship and pre-game integration.

Hyundai’s luxury brand will be featured on NBC Sports’ College Countdown show for select Big Ten Football and Notre Dame football games airing on NBC and streaming live on Peacock.

The sponsorship begins during the broadcast of Navy vs. Notre Dame, airing live on NBC and Peacock, this Saturday afternoon from Dublin, Ireland.

The deal aims to showcase the Electrified GV70 in NBC’s B1G Yards on-site activations in addition to pregame media integrations.

The show travels every week to “B1G Saturday Night” home campuses across the country. The activation will prep fans for game day with activities, giveaways, appearances from their school’s spirit team and a DJ deck called “The Peacock Perch.” 

Genesis will be integrated into the broadcasts with logo placements, verbal mentions, content integration pods, video and social media.

The automaker’s media agency, Canvas Worldwide, negotiated the deal, which provides a strong mix of on-air presence, in-show mentions and on-the-ground activations from the prime-time game location.

College football is a passion point for millions of fans each weekend, says Claudia Marquez, chief operating officer, Genesis Motor North America.

The partnership allows the relatively new brand to to show it shares that passion, and to introduce more consumers to the Genesis brand, Marquez adds.