Starting this season, Hyundai has announced new partnerships with Chelsea FC, AS Roma, Atletico de Madrid and Hertha BSC, and extended an existing relationship with French club Olympique Lyonnais.
Hyundai’s logo is present on the sleeves of Chelsea FC, Hertha BSC and Atletico de Madrid, is on the back of the AS Roma jersey and the front of the Olympique Lyonnais shirt.
Pitch is responsible for the strategic and creative development of Hyundai’s pan-European marketing activation campaign, ‘For the Fans’. The campaign brings the brands’ five sponsored clubs together and builds on the ‘fans first’ approach adopted by Hyundai in its international football sponsorships.
The agency will be responsible for launching the sponsorships in each market with a content series across the clubs that puts fans at the heart of the launch.
Pitch has also been appointed by Hyundai Motor UK to activate Chelsea sponsorship at a national level, executing the pan-European activations locally, as well as developing and activating UK-specific ideas across earned, owned and paid channels. The initiatives are designed to enhance fans’ matchday experiences, bring ease to fans’ mobility and make football more accessible to them.
"With our increased portfolio of football partnerships, we aim to build deeper, more consistent emotional connections with fans, and we wanted an agency with both strategic and creative expertise to deliver our ambition," Hyundai Motor Europe head of brand experience Rolf Faber said.
"Pitch has set a strong consumer-facing narrative for these partnerships, helping us to make a great start to our campaign. Now we’re looking forward to rolling out a range of innovative activation ideas that will excite fans and enhance their match day experiences."
Pitch Marketing Group managing partner Adam Raincock added: "Our domestic and global expertise in football, creative approach to marketing and forward-thinking campaign make this an exciting time for both brands. The integrated campaign plays to our strength as an agency and we’re looking forward to implementing the campaign through all marketing channels."