Hyundai Motor America has proudly announced its new role as the official automotive partner of Liga MX in the United States. This exciting collaboration, unveiled by TelevisaUnivision during its 2024-25 Upfront in New York, marks a significant milestone for Hyundai as it aligns with the most-watched soccer league in the country.

Enhancing Fan Engagement:

"Partnering with Liga MX and TelevisaUnivision is an exciting opportunity for Hyundai to deepen our engagement with soccer enthusiasts across the U.S.," said Angela Zepeda, Chief Marketing Officer of Hyundai Motor America. "This collaboration not only aligns with our global sports initiatives but also allows us to celebrate and support the rich culture and passion that Liga MX fans bring to the sport. We look forward to this journey of driving new experiences and connecting with this vibrant community of fútbol fans."

Exclusive Rights and Activations:

As part of this groundbreaking partnership, Hyundai will enjoy exclusive vehicle rights across various platforms, including linear TV, digital and streaming services, social media, and U.S. grassroots activations. This extends to all Liga MX properties, including the Men's and Women's First Divisions, e-Liga MX, Festival de Campeones, and Liga MX Fiestones.

A Legacy of Soccer Support:

"Hyundai has a long history of supporting fútbol in the U.S. and globally," said Erik Thomas, Director of Experiential and Multicultural Marketing at Hyundai Motor America. "Through our partnership with TelevisaUnivision and Liga MX, we will be able to reach enthusiastic and loyal fans of the Mexican soccer league. This is a key step for us as we universally reach diverse audiences that embrace these matches regardless of language spoken."

Hyundai's involvement with soccer dates back to 1999 and includes numerous partnerships with football clubs, players, and associations worldwide, including both men's and women's World Cup games. In 2021, Hyundai became the presenting sponsor of Sábado Futbolero (Saturday Soccer) with the #BecauseFútbol campaign, which featured three Spanish-language TV spots highlighting the fan rivalry between Chivas de Guadalajara and Cruz Azul of Liga MX.

Hyundai's Commitment to Progress:

Hyundai Motor America offers a technology-rich lineup of cars, SUVs, and electrified vehicles, supporting Hyundai Motor Company’s vision of Progress for Humanity. With significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the upcoming Hyundai Motor Group Metaplant America in Georgia, and several cutting-edge R&D facilities, Hyundai is a key contributor to the U.S. economy, generating $20.1 billion annually and supporting 190,000 jobs.

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