Hyundai has signed a three-year sponsorship deal with World Archery which will see the South Korean motor company hold title rights to the Archery World Cup until 2018.
The Archery World Cup aims to showcase the sport in iconic locations with the series, which celebrated its 10th anniversary this year, having visited the Eiffel Tower in Paris and the Olympic Capital of Lausanne in recent editions.
Shanghai is set to host the opening event of the 2016 World Cup season on April 26, with the Chinese city set to be followed by Medellin in Colombia and the Turkish city of Antalya.
Hyundai have also been granted the title rights to the 2017 World Archery Championships, which will be held in Mexico City.
World Archery President Dr Uğur Erdener welcomed the sponsorship deal with Hyundai and believes it will provide a boost to their events throughout the duration of the deal.
“We are proud that Hyundai Motor Group has decided to strengthen its relationship with World Archery by investing in the future of our sport’s world-class events,” he said.
“Our principle has always been to partner elite and intense sporting excellence with iconic backdrops, this is now proven to give real and increasing value to our top level partners.
“We’re honoured to have the support of one of the world’s leading automotive manufacturers.”
As part of the deal, Hyundai will receive extensive branding at global archery events and exposure in all related broadcasts, while they have secured sole automotive sector rights.
Additionally, the company are set to work with World Archery on activation partnerships around the events to show their dedication to communicate with fans and communities by giving them emotional connections to the sport and its culture.
“As a global company, we hope to contribute to further development and popularisation of world archery with this sponsorship,” said Scott Noh, Hyundai's Head of Overseas Marketing.
“Hyundai Motor has a history of advocating sport worldwide.
“This new partnership with World Archery is our commitment to supporting one of the most progressive sports in the Olympic movement.”
The company have held a longstanding relationship with archery having supported the Korea Archery Association since 1985, by assisting athletes through sports science and providing cutting-edge equipment.
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