Hyundai Motor Europe has partnered with Chelsea Football Club as the team’s first sleeve sponsor and the new tie-up was promoted via an integrated ‘For The Fans’ campaign led by a comic photo shoot commercial and a ticket competition.
The multi-year partnership, which was initially reported in May but official launched in the second week of June (leveraging spiking football interest at the start of Russia 2018 and the release of next season’s Premiership fixtures), sees Hyundai become an Official Global Partner and Official Sleeve Partner of Chelsea from next season.
The alliance will see the car company work with the club on a range of initiatives focusing on bringing benefits to supporters – as part of its global objectives to ‘bring ease to mobility’ and ‘make football more accessible to fans’.
To bring the ‘For the Fans’ idea to life’ the deal announcement was promoted with a comic video that puts supporters at the centre of the partnership.
While the spot features Chelsea players David Luiz, Olivier Giroud and Tiémoué Bakayoko, it is a set of avid Blues supporters who are the stars of the show and the subjects Hyundai’s first photoshoot with the club.
The video is promoted across both club and brand channels and the narrative sees the Blues players turn up to a photoshoot where it is the Chelsea fans take centre stage and assuming the roles more commonly associated with their heroes.
Come on you Blues! We are now the official sleeve partner of @ChelseaFC until 2022. #FortheFans #hyundai #chelsea #CFC: https://t.co/csT2pAgvyv pic.twitter.com/85CpqP1s1f
— Hyundai News (@HyundaiEurope) June 11, 2018
This spot is supported by a competition to win match tickets.
Hyundai is giving away 4 pairs of tickets to Chelsea’s first home game of the 18/19 Premier League season and to be in with a chance of winning a pair, supporters simply need to login to Twitter and retweet any post made by @HyundaiUK which includes the hashtag #ForTheFans in the post copy between 11/06/2018 and 23:59 on 17/06/2018.
This tie-up marks Hyundai’s first move into the globally dominant UK domestic football market.
The rights package includes car displays at the club, as s well as the usual suite of rights including LED perimeter boards, interview backdrop placement and digital content rights.
Comment:
When it was initially reported this deal was claimed to be valued at around £50m over five years., but more recent commentary suggests that the figure is lower as Chelsea confirmed it as a four-year contract.
Football is part of the Korean car company’s DNA and for the past 20 years it has been actively supporting the beautiful game from the grassroots to the highest level club and country competitions.
The campaign adds to the company’s already impressive stable of football partnerships and launched during Hyundai’s ongoing Russia 2018 World Cup campaign.
Other notable and inventive recent sleeve sponsor campaigns include Everton FC and Angry Birds (see case study), bayern Munich and Qatar Airport (see case study) and FC Barcelona and Beko’s #EatLikeAPro (see case study)
Links:
Chelsea FC
https://www.facebook.com/chelseafc
https://www.instagram.com/chelseafc/
https://www.youtube.com/chelseafc
https://www.chelseafc.com/news/blogs/boilerplate-allincfc/allincfc/the-story-on-snapchat.html
Hyundai
https://www.youtube.com/user/HYUNDAIMOTOREUROPE
https://twitter.com/hyundaieurope
https://www.facebook.com/www.Hyundai.News/
