Hyundai in Athens

Hyundai Wings Big at Athens Summer Olympic Games

When the 28th Olympic Summer Games opened in Athens Greece, the international media spotlight once again shone on Hyundai which served as the official vehicle supplier.

Under the terms of the Grand National sponsorship agreement, Hyundai Hellas in partnership with Hyundai Motor Co. supplied the Athens 2004 Organizing Committee for the Olympic Games (ATHOC) with a fleet of Hyundai sedans and minivans to meet the immense transportation requirements of the tens of thousands of athletes, VIPs, officials and journalists. Hyundai's most popular models were represented in the 3,500-strong official vehicle fleet including Centennial and XG sedans as well as Terracan and Santa Fe SUVs for VIP use. The total sponsorship package was valued at Euros 16.3 million, including automobile supply, services and cash for the exclusive rights.

“There's no bigger stage in the world than the Olympics. We're excited and honored to have this great opportunity to showcase our vehicles before such a large audience. And sports sponsorship is one of the most effective ways of creating a closer emotional bond with existing as well as prospective customers,” said Hyundai Motor Co. Vice Chairman and CEO Kim Dong-Jin.

For Hyundai Hellas, the Athens Games constitute a once in a lifetime opportunity to strengthen brand leadership in Greece. Nowhere is Hyundai's penetration of a European market higher than in Greece where it has steadily climbed up the charts to become the second best-selling nameplate.

As part of its sponsorship activities, Hyundai offered free bus service to the public and operated Hyundai Land which allowed Olympic guests and visitors to enjoy live musical entertainment, engage in inter-active games and learn more about Hyundai products.

In a fusion of its global sports marketing and environmental efforts, Hyundai Motor Co. last year presented two Santa Fe Electric Vehicles and two all-aluminum bodied Getz superminis to ATHOC representatives. The two zero emission Santa Fe EVs were used in in a series of athletic and cultural events run by ATHOC.