Bundesliga: Hyundai extends as sleeve sponsor of Hertha BSC until 2021-22 (€2m/season)

Hyundai Motor Deutschland, the German subsidiary of the South Korean car manufacturer Hyundai, has extended its partnership with Hertha BSC (Bundesliga) as automobile partner and sleeve sponsor for an additional season until 2021-22, announced the German club on 10/12/2020. The agreement was negotiated by Sportfive, the club's marketing agency.

Hyundai, Hertha's partner since 2018-19, will continue to benefit from the status of "sleeve sponsor", the second level in the club's sponsorship hierarchy. The annual value of the agreement remains unchanged at €2m per season. When the first agreement between Hertha and Hyundai was signed (on 27/06/2018), it was the first partnership Hyundai had ever entered into with a German first division club. The brand has also been in partnership with Eintracht Frankfurt since 2020-21.

"In 2020-21, these partner campaigns are taking place mainly online, due to the Coronavirus pandemic. A successful example of this was the Hyundai-led live Q&A with Arne Friedrich in November (20202), during which fans were able to get to know the Hertha sporting…