Hyundai inks deal with Carlton Blues until 2018

HYUNDAI Motor Company Australia (HMCA) has extended its major sponsorship deal with AFL power club the Carlton Blues for a further four years, taking it out to the end of 2017.

The deal means HMCA remains the joint major sponsor, with brand space on the front (home games) and back (away games) of the Blues jumper, and official vehicle supplier for the club.

HMCA and Carlton have been in partnership for 18 years, making it among the game’s longest sponsorships. The first deal between the Korean brand and the AFL club came in 1995, the year of Carlton’s most recent premiership triumph.

The extended deal was announced at Carlton’s training centre at Visy Park in Melbourne’s inner-north today, coinciding with the arrival of star recruit Dale Thomas from arch-rival the Collingwood Magpies – a club which is, incidentally, sponsored by Holden.

The announcement comes two weeks after Hyundai’s arch-nemesis – top full-line importer Mazda – renewed its own major sponsorship with AFL club the North Melbourne Kangaroos through to the end of 2016.

Other AFL clubs with major sponsorship deals with car companies include the Adelaide Crows (Toyota), Essendon Bombers (Kia), Geelong Cats (Ford), Gold Coast Suns (Fiat), Port Adelaide Power (Renault), Richmond Tigers (Jeep) and Sydney Swans (Volkswagen).

“At Hyundai we look for longevity, endurance and synergy in our brand sponsorships and we have enjoyed a longstanding and very positive relationship with the Blues,” said HMCA marketing director Oliver Mann.

“We love the tradition and the passion the club brings to the league, and we value the relationship we share with Carlton management, the players and their loyal fans.”

HMCA chief operating officer John Elsworth called the relationship a successful one for both Carlton and Hyundai.

“At Hyundai we take our sponsorships and partnerships seriously,” he said. “The Hyundai partnership with Carlton will now run through to 22 years. This signing is another testament to our loyalty and commitment, not only to our customers, but to our business and brand partners as well.” As part of the tie-in, HMCA gives Carlton members discounts of as much as $1000 on Hyundai cars.

Carlton CEO Greg Swann said it was “only fitting that they (HMCA) have re-signed on the eve of our 150th year celebrations.”