Contract details
Start date:
End date:
Status:
2018
2027
Official partner
Leagues and Tournaments:
Hyundai and Atlético de Madrid: A Multi-Year Sponsorship Journey Driving Sustainability and Fan Engagement
Hyundai and Atlético de Madrid first joined forces in June 2018, marking the beginning of a dynamic partnership aimed at redefining mobility and fan engagement in European football. Over the years, the collaboration has evolved from jersey branding to wide-ranging sustainable initiatives, digital activations, and fan-first experiences that go far beyond traditional sponsorship.
Sleeve Branding and Matchday Presence
From 2018 to 2023, Hyundai was featured as the official sleeve sponsor for Atlético Madrid’s match kits during La Liga and UEFA Champions League games. The brand’s presence extended to LED perimeter boards, digital rights, and a branded fleet of Hyundai vehicles used by players and staff.
Sustainability and Youth Support Through Hyundai Campus
In the year of the 2018 FIFA World Cup, Hyundai collaborated with the Royal Madrid Football Federation to create “Hyundai Campus,” offering scholarships and week-long football experiences to underprivileged youth in Madrid. The initiative was held at Gredos de San Diego School and focused on talent development and social impact.
Fan Engagement Through #ForTheFans Platform
One of the standout campaigns, “#ForTheFans,” included an emotional fan-led event in December 2018 where Atlético supporters handed over Hyundai Santa Fe vehicles to first-team players. Later, a viral video campaign titled “Next Awaits” showcased the unity of fans and players during the return of football post-pandemic.
Women’s Football and Digital Media Campaigns
In 2019, Hyundai launched a campaign supporting women’s football, showcasing stories from players, fans, and coaches. Concurrently, the brand ran a TV ad featuring Atlético stars like Álvaro Morata and Lucas Hernández driving the i30 N model in a dramatic desert setting. Another innovative campaign used the Hyundai Tucson’s headlights as the sole lighting source for filming, involving both male and female players.
Launches and Events at Wanda Metropolitano
Hyundai used the Wanda Metropolitano stadium as a backdrop for several vehicle launches, including the Tucson Hybrid and IONIQ 5. In 2021, Hyundai organized a groundbreaking fan match titled “Match of Your Life,” where supporters played at the stadium, received personalized kits, and were coached by club legends.
Eco Camping and Smart Mobility
In 2023, Hyundai created the first-ever “Eco Camping” event at Cívitas Metropolitano, where fans camped overnight using power supplied by IONIQ 5 electric vehicles. The event featured live music, food shows, and immersive fan experiences. Hyundai also introduced the slogan “For the Fans. For the Future,” reflecting a shift toward sustainability.
Extension and New Phase: 2024-2027
In June 2024 and again in June 2025, Hyundai extended its partnership with Atlético until 2027. Now the club’s Official Mobility Partner, Hyundai will supply a fleet of electric and hybrid vehicles to the men’s and women’s first teams, coaching staff, and academy personnel. The brand will gain visibility at electric charging points within the stadium and participate in educational campaigns promoting sustainable mobility in schools.
The Hyundai logo will continue to appear on training kits, reinforcing the brand’s commitment to visibility and values-driven collaboration.
Executive Statements
Elena Gris, Marketing Director at Hyundai Motor España, noted: “This collaboration isn’t about cars or football: it’s about our desire to move, live, and advance together.”
Óscar Mayo, Chief Revenue and Operations Officer at Atlético, emphasized: “This agreement is a step forward for us towards more responsible and sustainable mobility.”
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