When the space on Hertha BSC’s sleeve became available in summer 2018, Hyundai seized the opportunity to strengthen its presence in the German market. As the new 2018/19 season began, the partnership between the team from Berlin and the South Korean car manufacturer quickly evolved into a comprehensive collaboration that enabled both parties to achieve their objectives.
In this Success Story:
The challenge
Although Hyundai was already the world's fifth-largest car manufacturer, the brand was relatively new to Germany. One of the company’s main objectives was therefore to raise awareness of the Hyundai brand. By placing their logo on the shirt sleeve, they hoped to increase their visibility and raise brand awareness among football fans and beyond.
In addition to increasing brand recognition, Hyundai also hoped to improve its image through the partnership. The company wanted to be seen as a forward-thinking car manufacturer, rather than just a brand offering excellent value for money. The focus was therefore on sustainability, innovation, design and safety. Furthermore, the brand was to be made more emotionally engaging through football and brought closer to the public.
The solution
Various activations were carried out to increase awareness. In addition to the sleeve sponsorship, the partnership was expanded to include logo placements on LED boards, cam carpets, and interview backdrops on the pitch and in the mixed zone. To successfully achieve the ambitious goal of the image shift, exciting activations were developed for match days and year-round campaigns.
The sponsorship package also included digital rights for cross-media integration across all relevant platforms. To present the car manufacturer's innovative strength more strongly, Hyundai also provided the capital city club with an extensive fleet of vehicles, always featuring the latest models.
The results of the partnership
The results of the partnership were evaluated at the end of the 2018/19 season. The group of people interested in football (23.77 million) was compared with those not interested.
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higher brand awareness, on average, among football fans (2019-2021)
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higher sponsorship awareness, on average, among football fans (2019-2021)
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more positive reception, on average, among football fans (2019-2021)
The Extra Mile
As part of the Europe-wide “For The Fans” campaign involving all Hyundai-sponsored clubs, Hertha BSC fans were invited to share how they went the extra mile for the team during the 2018/19 season. Monthly winners were rewarded with club prizes ranging from match tickets to merchandise. An overall winner was selected ath the end of the season. All winners took part in a dream trip to European football matches hosted by all four partner clubs.
Ein Tach mit... (A day with...)
In the YouTube series “Ein Tach mit..” (“A day with...”), fans of Hertha BSC were given exciting insights into the daily lives of various Hertha pros. The interviews were supported by HerthaTV and presented by Hyundai, as the club's automotive partner. Club members also received exclusive offers on current Hyundai models.
Ticket Taxi
The Ticket Taxi offered Hertha fans unforgettable experiences at games in the Olympiastadion Berlin. A fleet of modern, sustainably powered Hyundai vehicles with VIP tickets travelled around the home ground. Fans only had to wave at the 'real" ticket taxi to get hold of them. With a bit of luck, they could enjoy a unique match day in the VIP area. It was also convenient for the automotive partner, as the fans' eyes were at drawn to the latest Hyundai models at every home game – a win-win campaign for sponsor and fans alike.
