Hyundai signs five-year sponsorship deal with UEFA Champions League

On September 8, 2026, Hyundai Motor Company announced a new five-year partnership agreement with UEFA, solidifying its role as an official sponsor of the UEFA Champions League. This deal extends a long-standing relationship between the automaker and European football that has spanned over three decades.

José Muñoz, President and CEO of Hyundai Motor Company, stated that the partnership reflects the brand's commitment to football, emphasizing the sport's unique ability to unite people across borders and generations. Hyundai highlighted that its involvement with the competition aligns with its operational philosophy, noting that it designs and manufactures vehicles specifically for the European market, matching the global influence of the tournament.

The agreement confirms that Hyundai will continue to support the competition, which the company describes as the premier global club tournament. While the announcement focuses on the renewal of this strategic collaboration, it reaffirms Hyundai's ongoing marketing strategy of investing in high-profile sports events to reach international audiences.