Fifa Renews Top-Tier Hyundai Sponsorship Deal Until 2030

Hyundai Group has renewed its top-tier sponsorship deal with Fifa until 2030, retaining Hyundai and Kia’s designation as soccer’s global governing body’s official mobility partners.

The new agreement lets the Korean car manufacturer continue to provide vehicles to transport teams, officials, and staff at events and competitions and promote its future mobility brands Boston Dynamics and Supernal.

The deal covers this year’s Women’s World Cup, the 2026 men’s World Cup, and sponsorship rights across all of Fifa’s other men’s, women’s, and esports events.

Hyundai has been a Fifa sponsor since 1999.

Its renewal as a top-tier Fifa partner reiterates the carmaker’s commitment to soccer’s global governing body, which has introduced a new tiered commercial partnership structure starting from the four-year World Cup cycle beginning this year.

The financial terms of the agreement have not been disclosed.

The contract for the previous cycle from 2019 to 2022 was worth $125 million in cash and $25 million in value-in-kind components.

The new contract with Fifa brings Hyundai with other top-tier sponsors Adidas, Coca-Cola, and Dalian Wanda, whose deals also run until 2030.