Aug 12, 2004 Hyundai Strengthens Ties with the Beautiful Game Hyundai Strengthens Ties with the Beautiful Game Hyundai Motor Company to Proudly Serve as an Official Partner of the UEFA European Football Championship EURO 2004™ As an Official Partner of EURO 2000™ and the 2002 FIFA World Cup™, Hyundai Motor Company (HMC) has gained unprecedented levels of global media exposure thus increased public awareness of the Hyundai brand and strengthened its corporate image. HMC’s latest partnership with UEFA to sponsor the UEFA EURO 2004™ European Football Championship following the renewing of an agreement with FIFA to become Official Partner of the 2006 FIFA World Cup Germany™, is key step in the company’s implementation of an Integrated Marketing Communication (IMC) strategy. This strategy’s global reach and impact were proven to be highly successful during the course of EURO 2000™ and the 2002 FIFA World Cup Korea/Japan™. Football Sponsorship In 1999, HMC made the first step on the road to prominence in international sports by entering into an agreement with UEFA and FIFA to sponsor EURO 2000™ and 13 FIFA tournaments including the 2002 FIFA World Cup Korea/Japan™. These partnerships paved the way for the company’s weighty role in the world of football sponsorship. 1. EURO 2000™ In 2000, HMC moved into the European sports spotlight by participating as the Official Partner in the automotive category of the UEFA European Football Championship™ (EURO 2000™, June 17- July 10, Belgium/The Netherlands), Europe’s biggest sporting event. HMC provided 373 vehicles to the EURO 2000™ Organizing Committee, and, in return, received unprecedented levels of media exposure in front of billions of football fans in Europe and around the world. By renewing an agreement for UEFA EURO 2004™, HMC and UEFA are building up a long term partnership. 2. FIFA sanctioned tournaments Since signing its partnership agreement with FIFA, HMC has sponsored the 2002 FIFA World Cup™ qualifying rounds in Asia, South America, Europe and North America. HMC also participated as an Official Partner in 13 FIFA sanctioned tournaments including the 2002 FIFA World Cup Korea/Japan™, the FIFA Women’s World Cup 1999 and other FIFA premier football tournaments held between 1999 and 2002. Starting in 2003, HMC will once again be sponsoring ten FIFA sanctioned international football championships concluding with the 2006 FIFA World Cup Germany™. These events are as follows: FIFA World Youth Championship UAE 2003 FIFA Confederations Cup France 2003 FIFA U-17 World Championship Finland 2003 FIFA Women’s World Cup China PR 2003 FIFA U-19 Women’s Youth Cup 2004 FIFA World Youth Championship 2005 FIFA Confederations Cup Germany 2005 FIFA U-17 World Championship 2005 FIFA U-19 Women’s Youth Cup 2006 2006 FIFA World Cup Germany™ 3. Sponsoring the Korea Football Association (KFA) and the Korea National Team To boost football’s popularity and support the development of the game in Korea, HMC serves as the Official Sponsor of the Korea Football Association and the Korea National Team. 4. Chonbuk Hyundai Motors Football Club HMC owns and operates its own professional football team, the Chonbuk Hyundai Motors Football Club. Since 1994, the Chonbuk Club has been a powerhouse in the K-League and has played a leadership role in the development of Korean football at all levels of the game. HMC Sports Marketing Program Through football, Hyundai’s brand image is associated with all the dynamic, youthful and competitive aspects of the game and its superlative athletes. By pursuing a proactive sports marketing program, HMC is securing increased exposure of its brand internationally. Moreover, as an Official Partner of UEFA EURO 2004™ and FIFA, HMC enjoys a prestigious image of high quality and reliability that helps securing its position as a globally ranked player in the automotive industry. Since signing on with UEFA and FIFA as an Official Partner in 1999, HMC has committed itself to an Integrated Marketing Communication (IMC) strategy. Through this strategy, Hyundai brought all marketing aspects-including advertising, promotion and PR under one unified theme: football. In line with this strategy, HMC had been able to achieve a great deal of success in promoting the Hyundai brand during the course of EURO 2000™, the 2002 FIFA World Cup™ and other FIFA sanctioned football events. 1. Supply of Official Vehicles HMC has provided 373 official cars that were used by the teams, referees, media representatives, UEFA delegations and the members of the Organizing Committee. By supplying these vehicles, HMC contributed to the efficient and smooth operation of transportation, a crucial part of the event. Another total of 1,053 vehicles were provided for the 2002 FIFA World Cup Korea / Japan™ that assured the success of the tournament. The 1,053 vehicles were used by over 100,000 people in Korea and Japan. 2. Perimeter Boards The Hyundai perimeter boards that were installed in primary on-camera sites for each match of EURO 2000™ were exposed to 1,202,250 spectators attending the games and were broadcast for a total of 6 hours and 18 minutes with an average exposure time of 12 minutes and 12 seconds per match. The on-air brand exposure during the 64 matches of the 2002 FIFA World Cup™ reached a total of 12 hours 18 minutes and 4 seconds, the average exposure time being 13 minutes and 42 seconds per match. The boards were also exposed to the 2,705,197 spectators visiting the stadiums during the tournament. 3. Commercial Advertisements HMC and 18 of its European distributors launched two special TV commercials for the European Football Championship EURO 2000™ throughout a period of three months. These TV commercials named “Fan search” and “Fan’s eye view” delivered the message that Hyundai carries the fan’s emotion and enthusiasm to EURO 2000™. For the 2002 FIFA World Cup™, HMC launched the brand-new global television advertising campaign “Cheer Waves” with a specially tailored football theme thus adding extra momentum to its marketing and advertising efforts. This advertising campaign delivered the message of enthusiasm for football to all passionate fans around the world. The special commercials for EURO 2000™ and the 2002 FIFA World Cup™ were not only shown on television but also on the giant screens in the stadiums before and after the matches as well as during the half time breaks. 4. Internet Site The EURO 2000™ official web site was launched on May 29th, 2000 and contained a wide range of information related to the event. The site counted a total number of 128,795,519 page hits which was a new record in internet history, and the Hyundai logo located on the web site along with other Official Partners enjoyed respectively high exposure. The official web site of the 2002 FIFA World Cup™ was the most popular sports site on the internet. With a total of over 464 million page views for this site broke the former hit record set by the Salt Lake City Olympic Winter Games. Besides the official web site for the 2002 FIFA World Cup™, HMC opened its owned internet site in December 1999 to provide an in-depth look into the football and marketing activities as well as access to a diverse range of football related archives. 5. Global Marketing Programs 5-1 EURO 2000™ - Hyundai Goodwill Ball Tour To build credibility and personality of the Hyundai brand and to bring footfall fever to local Hyundai dealerships, HMC ran a pan-European promotion campaign named the “Hyundai Goodwill Ball Tour”. A total of 16 giant footballs each measuring 4 meters in height and featuring the relevant national flag of the countries participating in the finals of EURO 2000™ made a tour through the national dealerships and city centers. The tour culminated with the 16 balls arriving at the Grand Place in Brussels on June 7th along with a press conference and a special PR event, after which the giant balls were displayed outside the stadium on the match days of EURO 2000™ for on-site promotions that were run along with other interactive activities. The Hyundai Goodwill Ball Tour that started on April 24th and ended on June 7th covered around 368 event days with over 200,000 visitors. 5-2 2002 FIFA World Cup™ - Hyundai Goodwill Ball Road Show The 2002 FIFA World Cup™ - Hyundai Goodwill Ball Road Show was the successor of the Goodwill Ball Tour that was successfully implemented during the course of EURO 2000™. This program brought the Hyundai brand closer to the people and provided fun, festivities through interactive football activities at high traffic city centers across the world. The program was recognized by FIFA as HMC’s sole and exclusive program of the 2002 FIFA World Cup Korea/Japan™. The Goodwill Ball Road Show consisted of 32 giant footballs, each 4.5 meters in diameter and representing the 32 qualifying countries in the 2002 FIFA World Cup Korea/Japan™ final round. After the launching ceremony of the road show which took place at the Busan Exhibition Convention Center, the site of the Final Draw to determine the pairings of the qualified nations on November 30th, 2001, these 32 giant balls went on tour throughout the 32 countries to convey messages of good luck to the qualifying national teams. With millions of congratulatory messages and wishes for victory and fair play from enthusiastic football fans from around the world, all of the 32 Hyundai Goodwill Balls were brought together at the Kyungbok Palace in Seoul for a final ceremony. Following the ceremony, each two giant balls of the competing countries were displayed at the venues in Korea and Japan to provide encouragement and convey the best wishes of the home town fans. 5-3 Hyundai Ambassador Program HMC appointed Johan Cruyff, the Dutch football legend, as Hyundai’s football ambassador. Since his first appearance at the Frankfurt Motor Show, Johan Cruyff has appeared in all forms of media to promote the Hyundai brand, and he will continue to show up in HMC out-door advertisings, point of sale material, direct-marketing campaigns, on-line and poster campaigns and other printed advertising materials until 2003. Johan Cruyff’s involvement has contributed significantly to the improvement of the credibility and familiarity of the Hyundai brand. He is playing an important role in establishing Hyundai as a global automobile manufacturer. 5-4 Hyundai Football World Championships The Hyundai Football World Championships brought together over 40,000 amateur players from 5,000 teams worldwide. With genuine passion and dedication, 11 teams fought their way to the World Finals that was held in front of an enthusiastic crowd in Seoul, Korea prior to the opening ceremony of the 2002 FIFA World Cup Korea/Japan™. The Hyundai Football World Championship was a five-a-side football match held in nine regions: Korea, Japan, China, Europe, North America, Central/South America, Asia/Oceania, Africa and the Middle East. 5-5 Hyundai Host Country Programs HMC’s Host Country Programs were developed in close cooperation between HMC and the Local Organizing Committees (LOC) in order to maximize excitement and interest for EURO 2000™ and the 2002 FIFA World Cup™. HMC provided an once-in-a-lifetime experience to the lucky participating guests who were able to enjoy the exciting events in the festive atmosphere during the world’s greatest sporting events. The successful experience gained during EURO 2000™ and the 2002 FIFA World Cup™ will be further developed to provide yet another unforgettable experience to the people visiting the hosting countries of UEFA EURO 2004™ and the 2006 FIFA World Cup Germany™ 5-6 Hospitality Program HMC rolled out the red carpet for the hospitality program to ensure enjoyment and convenience for the Hyundai customers, VIPs and members of the global Hyundai family. Official Partner villages were constructed to offer sponsors the opportunity to entertain guests on the day of the matches. The basic concept of the hospitality program was to give invitees time to relax before and after the match and to avoid heavy traffic of crowd. 5-7 On-site Program As part of its sponsorship agreement with UEFA and FIFA, HMC was allowed to install commercial displays at all venues targeting visitors from all over the world. During EURO 2000™ and the 2002 FIFA World Cup™, HMC displayed its vehicles at the venue to show its technology and state of art styling to an international audience. In addition, two of the giant balls each representing the country of the competing nations were displayed along with other interactive activities such as the “Surfing Board”, “Dart Game”, “Instant Photo Camera” and “Face Painting”. 5-8 Trophy Tour The Trophy Tour, undertaken in 10 cities in Korea and 10 Japanese cities in the weeks leading up to the start of the 2002 FIFA World Cup™, aimed to build up interest and anticipation in the tournament and demonstrated the FIFA World Cup’s spirit of peace, harmony and universal brotherhood to the world. The Hyundai name figured prominently in programs like “Ulsan Dribble Relay”, “World Cup Street” as well as in the main events “Speed Test”, “Bingo Game” and “Instant Photo Service” that elevated the festive spirit and sense of excitement before the opening of the tournament. 5-9 The Street Rally Phenomenon Having secured the Korean rights to broadcast the games of the Korean national team in public urban spaces, HMC organized huge street rallies on the match days of the Korean national team in high pedestrian traffic areas where the games were shown on giant outdoor screens. By doing so, HMC contributed to the creation of a “new culture of cheering” that had television audiences around the world watching in awe. Established in 1967, Hyundai Motor Co. has grown into the Hyundai Automotive Group which includes Kia Motors Corp. and over two dozen auto-related subsidiaries and affiliates. Employing nearly 50,000 people worldwide, Hyundai Motor posted 17.77 billion Euro in sales in 2003. Hyundai motor vehicles are sold in 190 countries through 4,504 dealerships and showrooms. Further information about Hyundai Motor Co. and its products is available on the Internet at http://www.hyundai-motor.com/.