Bundesliga: Hyundai becomes automobile partner and sleeve sponsor of Hertha BSC Berlin until 2020-21

Hyundai Motor Deutschland, the German subsidiary of the South Korean car manufacturer Hyundai, has become a global automobile partner and shirt sleeve sponsor of Hertha BSC (Bundesliga) for three seasons (2018-2021) on 27/06/2018. The agreement was negotiated by Lagardère Sports (Lagardère Sports & Entertainment group agency), the club's marketing agency.

This is Hyundai's first ever partnership with a first German division club. The sleeve sponsor agreement is the third level in the sponsorship hierarchy of Hertha Berlin. Hyundai succeeds TEDi, the German non-food chain of retail stores, the club's shirt sleeve sponsor in 2017-18, the first season for which the DFL allowed its clubs to individually market this sponsor space of their shirts.

TEDi, which became Hertha's main shirt sponsor for 2018-19 on on 10/04/2018, payed an estimated €1m per season for its sleeve sponsorship. Hyundai will pay an estimated €2m per season, or double, according to German specialised media.

As part of the partnership, the brand will gain visibility on the signage at the Olympiastadion (74,649…