Hyundai puts Pitch in the Driver’s Seat

Pitch Marketing Group has won a competitive pitch to become Hyundai Motor Europe’s marketing agency for its pan-European club football sponsorship programme. Starting in the 2018-19 season, Hyundai has announced new partnerships with Chelsea FC, AS Roma, Atletico de Madrid and Hertha BSC, as well as extending its existing relationship with Olympique Lyonnais. Pitch has been responsible for the strategic and creative development of Hyundai’s pan-European marketing activation campaign, ‘For the Fans’.

The ‘For the Fans’ campaign will bring the brands’ five sponsored clubs together and builds on the ‘fans first’ approach adopted by Hyundai for its international football sponsorships.

A FIFA Top Partner since 1999 and a UEFA partner for 18 years until 2017, Hyundai’s recent announcements are part of a new European football sponsorship strategy that will build deeper and more consistent emotional connections with football fans across Europe.

Pitch Marketing Group has been responsible for launching the sponsorships in each market with a content series across the clubs that puts fans at the heart of the launch. Over the course of the season, Pitch Marketing Group will work closely with Hyundai and its clubs to deliver a range of innovative ideas and initiatives that enhance fans’ matchday experiences, bring ease to fans’ mobility and make football more accessible to them.

The agency’s production division, Pitch Productions, has also developed a range of visual assets to feature on LED perimeter advertising, across social and digital media assets, and other rights afforded to Hyundai through the deals.

In addition to its pan-European remit, Pitch has also been appointed by Hyundai Motor UK to activate the Chelsea sponsorship at a national level. This will involve executing the pan-European activations locally as well as developing and activating UK-specific ideas across earned, owned and paid channels.

Rolf Faber, head of Brand Experience at Hyundai Motor Europe, said:

“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. Pitch Marketing Group demonstrated both elements, understanding Hyundai’s challenges and showing great creativity. 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 roll out a range of innovative activation ideas that will excite fans and enhance their match day experiences.”

Adam Raincock, Managing Partner of Pitch Marketing Group, said:

Hyundai is an innovative and ambitious company which make them the perfect partner for Pitch Marketing Group. 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 to implementing the campaign through all marketing channels.”

Hyundai’s logo is present on the sleeves of Chelsea FC, Hertha BSC and Atletico de Madrid, while being represented on the back of the famous red and gold shirt of AS Roma and the front of the Olympique Lyonnais shirt.

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