Since taking a deep dive in the college sports waters in 2011 through a partnership with IMG College, Hyundai Motor America has seen a lift in brand perception and purchase consideration among college sports fans.

Below, Andrew Giangola, IMG College’s vice president of strategic communications, shares an overview of the college sports platform and some of the success the automaker has seen.

Hyundai’s college commitment represents the largest U.S. sports sponsorship in its history.

In looking to engage tens of thousands of football fans heading into a stadium with anything but cars on their mind, Hyundai’s solution has been to “out-fan” the fans by invading their “super fan” wave length and linking deep home-team loyalties to the brand’s No. 1 owner-loyalty ranking.

Knowing that the passions of college football fans are intertwined with their home teams, the automaker worked with IMG College and Advantage International to forge an effective college football program.

Hyundai’s “Show Your Loyalty” activation campaign with 25 schools and 156 college football games in the 2013 season has been very successful. Hyundai’s local activation, managed by Advantage International, generated more than 1.1 million on-site impressions.

The marriage of collegiate intellectual property, creative advertising and full-blown local on-campus activation is helping sell vehicles. According to Advantage:

  • 71 percent of fans surveyed indicated that as a result of attending an event their opinion of Hyundai had improved
  • 65 percent of fans surveyed stated they are at least “somewhat likely” to consider purchasing a Hyundai vehicle
  • 25 percent of consumers who took the survey opted-in to receiving news and information about Hyundai products

 Activation Details

  • The carmaker’s feature activation was the Hyundai Fieldhouse that included Plinko and two on-site vehicle displays: one specially-designed “tailgate edition” Santa Fe with Astroturf and a pigskin interior (not for sale) and a Veloster Turbo.
  • Chance to win the Veloster Turbo.
  • Meet and greets with former players and coach at each feature game.
  • “The PostGame” videos that highlighted different schools and their traditions. Hyundai posted the content on
  • Co-branded giveaways including T-shirts, sunglasses, koozies and iPad covers for Hyundai owners.
  • Hyundai Genesis display at alumni tents.
  • “Love Your Team, Love Your Car” promotional kits sent to roughly 300 dealerships located near universities.
Quick Hits: Hyundai And College Sports
Total number of events activated: 156
Game attendance: roughly 11.1 million
Loyal Fan Zone impressions: 1.1 million (estimated)
Total impressions: 4.5 million (on-site and social media)