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Hyundai Taps IMG College's Network of Schools Coast to Coast For Season-Long College Football Marketing Campaign
Activation at Two Dozen IMG Universities Key to Hyundai's Broad College Football Sponsorship
Sep 14, 2011

Winston Salem, N.C., Sept. 14, 2011 – Following UPS’s historic commitment to a national collegiate sports sponsorship, Hyundai has become another major brand to utilize the new collegiate marketing platform built by IMG College, it was announced today.

Tapping into IMG College’s national network of collegiate partners, Hyundai has established official sponsorship relationships with numerous schools in IMG College’s portfolio, including activation at 15 universities in 2011 with plans to add nine more IMG partner schools next season. The local school relationships brokered by IMG provide Hyundai a myriad on-site sponsorship, marketing, media and hospitality opportunities.

The program includes on-site displays at some of this fall’s most high-profile football matchups, as well as print, online and local media support. Game-day display elements will include on-field promotions, on-site displays, tickets for hospitality and unique giveaways. Hyundai will bring vehicle and information displays to 64 home games this year at institutions including Alabama, Arizona, Arkansas, Auburn, California, Florida, Florida State, Georgia, Georgia Tech, Ohio State, Oregon, Pittsburgh, South Carolina, Texas and Virginia Tech. IMG College, the nation’s leading collegiate sports marketing company, manages the media and sponsorship rights to each of these universities and drove the development of Hyundai’s program.

“Hyundai’s significant commitment to campus marketing at schools across the country further validates the national sponsorship platform built by IMG College and the strong momentum of collegiate sports,” said Roger VanDerSnick, Chief Sales and Marketing Officer, IMG College. “In activating with numerous IMG College schools, Hyundai’s program will allow fans to ‘kick the tires’ at Hyundai vehicle displays and receive brand messages within and outside the football stadiums. Dealers will benefit from customer engagement and business-to-business opportunities in an exciting atmosphere at some of the largest events in sports.”

“There are 173 million college sports fans across America whose passion and loyalty mirror the values of Hyundai, making college football a very attractive marketing vehicle for us,” said Steve Shannon, vice president of Marketing, Hyundai Motor America. “We understand that passion drives loyalty, and there’s no better place to reach passionate fans than at a college football stadium filled to capacity throughout the fall. We are attracted to the size and scope of college football, its manifestation of Americana, and the one-stop shopping IMG College provided in helping us to embrace these passionate fans at schools nationwide.”

Hyundai’s collegiate program will meld local and national elements. The automaker’s local campus-focused marketing, designed to connect the loyalty of Hyundai owners with the passion of college football fans and the tradition of college football teams across the nation, complements its presenting sponsorship of “Thursday Night College Football Live” on ESPN. Hyundai will have in-game advertising during featured games across ABC’s family of networks including ESPN and ESPN2, kicking off at this season’s inaugural Thursday game featuring Louisiana State University and Mississippi State. The campaign continues Hyundai’s overarching marketing strategy of “Big Voices in Big Places,” ensuring the brand is represented in the nation’s most high-profile events and attractions.

Hyundai’s partnership with ESPN as the presenting sponsor of Thursday Night College Football Live includes seven executions of programs on ESPN/ESPN2. The current schedule includes programming on September 15 and 29, October 6, 13, 20 and 27, and November 10.

About IMG College
IMG College is the leading collegiate multimedia, marketing and licensing/brand management company in America representing more than 200 of the nation’s top collegiate properties including the NCAA and its 89 championships, NCAA Football, leading conferences, and many of the most prestigious colleges and universities in the country. Headquartered in Winston Salem, N.C., IMG College employs 700 people in nearly 100 offices throughout the U.S. with annual sales of nearly $450 million. IMG College is the leader in capturing consumer devotion to college sports through partnership opportunities in multimedia rights, licensing, events and hospitality, marketing, stadium and arena development, stadium seating solutions, ticketing, sales, and consulting. IMG College produces nearly 30,000 hours of radio programming on the largest sports network in the country, manages nearly 5,000 hours of local television programming, is the leading publisher of college sports publications, and is the largest manager of university athletic websites. IMG College is a division of IMG Worldwide, a global sports, fashion and media business. For more information, please visit www.imgworld.com.

About Hyundai Motor America
Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty, 5-years of complimentary Roadside Assistance and the Hyundai Trade-in Value Guarantee.