Hyundai To End Australian A-League Title Sponsorship

Hyundai will end its 15-year partnership with Australian football after this season, according to the Sydney Morning Herald.

Hyundai To End 15-Year Partnership With Football Federation Australia

Hyundai has been the league’s naming rights partner since its first season in 2005. It is reported to be paying A$6m ($3.9m/€3.6m) in total to Football Federation Australia – A$5m for the A-League and A$1m to sponsor national teams. In addition, the brand provided 80 cars per year to the FFA and clubs.

“Football Federation Australia has enjoyed a great, whole of game partnership with Hyundai over the past 15 years. FFA remains in continued commercial discussions with the company regarding their long and significant commitment to the game from the grassroots to elite levels. As these discussions remain ongoing, FFA cannot provide specific comment," an FFA spokesperson said.

“However, despite the impact of COVID-19, FFA can confirm that it is in discussions with numerous commercial partners – existing and prospective – about supporting the re-emergence of football at the professional and grassroots levels, and has been buoyed by the positive sentiment in the market.”

Hyundai is the fourth major sponsor to end its partnership with the FFA in the last year, after petrol station chain Caltex, bank NAB and supermarket chain Aldi.

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