• by Tanya Gazdik , July 5, 2019

Hyundai Motor Co. is sponsoring the FIFA Women’s World Cup France 2019 with an array of activities.

The program underscores Hyundai’s support for female athletes and their continual advances in top-level sports, according to the automaker.

The automaker has been the official automotive partner of FIFA World Cup events since 1999. The eighth edition began June 7 and ends July 7, with matches in Paris, Lyon, Nice, Montpellier, Rennes, Le Havre, Valenciennes, Reims and Grenoble. 

The theme of the campaign is “True Passion,” which refers to female athletes’ inner strength for overcoming various social challenges and barriers.

The programs include digital content illuminating the life histories of 10 players from Olympique Lyon FC and Chelsea FC; a supply of 96  Hyundai vehicles -- including Santa Fe, Tucson and Kona -- for FIFA officials’ transportation; and special marketing programs -- “Match Predictor presented by Hyundai” and “Hyundai Goal of the Tournament” -- that  allow fans to predict match results and stats as well as vote on the competition’s best goal on the FIFA website and digital app.

“Throughout the FIFA Women’s World Cup France 2019, Hyundai Motor has incorporated its long-held support for women’s dignity and equal rights into the True Passion campaign,” states Wonhong Cho, executive vice president and CMO of Hyundai Motor.

Additionally, during semi-final and final matches, a FIFA Fan Experience zone outside the match stadium in Lyon, Parc Olympique Lyonnais, will allow participants to play football shooting games, take photos  and experience displayed vehicles up close.

Hyundai Motor also installed a pavilion to stage a special exhibition at the center of Paris, featuring highlights of women’s football history and a special painting of women’s football legends. FIFA TV created a video to introduce the world football museum, while a Hyundai Worldwide video offers background on the art creation. 

Hyundai Motor's strategic sponsorship agreement with FIFA extends through the 2022 FIFA World Cup.