When space on Hertha BSC’s sleeves was freed up in summer 2018, Hyundai spied an opportunity to establish itself the Germany market. When the new 2018/19 season started, the collaboration between the blue & whites and the South Korean car maker quickly developed into a comprehensive partnership that would perfectly realise the goals of both parties.
In this Success Story:
The challenge
While Hyundai had evolved into the fifth largest car maker in the world, the brand was relatively new to Germany. As a result, one of the South Korean company’s main goals was to boost the level of awareness of the Hyundai brand by making the company more visible – through a placement on the jersey sleeve. In turn, this aimed to raise brand awareness among football fans and, ideally, beyond. Alongside boosting the general level of brand recognition, Hyundai also hoped that the partnership would facilitate an image shift. The goal was for Hyundai to be seen as a visionary car maker, not just a brand offering outstanding value for money. As a result, it focused on sustainability, innovation, design and safety. In addition, the aim was for the brand to take on additional emotional resonance through football and be brought closer to the public.
The solution
Various activations were conducted to boost awareness. Alongside a presence on the sleeves, the partnership was expanded with various logo inclusions, e.g. placement on LED banners, cam carpets and interview rear walls on the field and in the mixed zone. Exciting activations were undertaken around match days and year-round to ensure that the ambitious goal of an image shift could be made a reality. In addition, the sponsorship package also included certain digital rights for cross-media integration in all relevant markets. To further showcase the innovation of the car maker, Hyundai also provided the capital’s club with an extensive vehicle fleet – always including the current range of models.
The results of the partnership
The results of the partnership were measured for the first time at the end of the 2018/19 season. This entailed the group of football fans (23.77 million) being compared to non-fans.
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higher brand awareness, on average, among football fans (2019-2021)
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higher sponsorship awareness, on average, among football fans (2019-2021)
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more positive reception, on average, among football fans (2019-2021)
The extra mile
As part of the pan-European “For The Fans” campaign among all clubs sponsored by Hyundai, Hertha BSC fans had the chance during the 2018/19 season to explain how they go the extra mile for their club. Each month, the winners received club prizes, ranging from match tickets to club merchandise. At the end of the season, an overall winner was determined. The winners took part in a dream European football trip to games of all four partner clubs.
Ein Tach mit... (A day with...)
In the YouTube series “Ein Tach mit..” (“A day with...”) fans of the “Alte Dame” receive exciting insights into the day-to-day life of various Hertha pros. The interview format is supported by HerthaTV and presented by Hyundai as the automotive partner. In addition, club members – as loyal, stalwart fans – receive exclusive offers for current Hyundai models.
Ticket-Taxi
The Ticket-Taxi ensured Hertha fans have unforgettable experiences at Olympiastadion games. The modern, sustainably powered Hyundai fleet drove around the home site with VIP tickets. To snag one, fans just needed to flag down the “real” Ticket-Taxi. If they were lucky, they’d be able to enjoy a unique match day in the VIP arena. Handily for the automotive partner: at every home game, fans’ gaze was focused on the latest Hyundai models – a win-win for the sponsor and for fans alike.
