Hyundai Motor Co. is expanding its FIFA messaging efforts to focus on women and inclusivity.
The campaign, which is tied to the FIFA Women’s World Cup Australia & New Zealand 2023, builds on its “Goal of the Century” activations introduced at the FIFA World Cup Qatar 2022, which was held Nov. 20 to Dec. 18.
The effort includes “How Far We’ve Come,” a campaign film documenting the history of women’s football and Hyundai Motor’s support of the sport, which spans 25 years and seven tournaments.
The video commemorates the significant progress achieved, featuring some of women’s football’s most legendary moments from 1850 up to the present day.
Hyundai is also supporting an exhibit at the FIFA Museum, “Calling the Shots: Faces of Women’s Football,” in Tumbalong Park, Sydney, from July 20 to August 20.
It celebrates the heritage of players, staff and supporters who have contributed to the development of the Women’s World Cup.
As a longtime supporter of the game since 1999, Hyundai aims to continue fostering inclusivity and equality throughout the sports world, says Sungwon Jee, senior vice president and global chief marketing officer at Hyundai Motor Co.
The campaign embraces “womanhood” by not only supporting the FIFA Women’s World Cup 2023, but also by celebrating the legacy and history of women’s football, Jee says.
“Looking back at how far women’s football has come, Hyundai has an optimistic view of the future,” Jee said.
To further increase awareness of the campaign and spread its message to football fans, Hyundai Motor is resuming its partnership with Common Goal, a nonprofit that aims to unite the global football community in tackling social challenges.
The company is sponsoring the "Global Goal 5 Accelerator” program, which focuses on developing women role models for young footballers and expanding opportunities for women to participate in football.
Hyundai Motor is also sponsoring Festival 23, an eight-day youth festival of “Football for Good” to be held in Sydney during the FIFA Women’s World Cup 2023’s quarter-final week, featuring educational workshops and cultural programs.