The Sports Xchange

Hyundai is now the official automotive sponsor of the NFL, replacing General Motors.

The NFL and Hyundai announced a four-year sponsorship deal Monday that will be launched in connection with the NFL Kickoff activities to open the regular season on Thursday, Sept. 10.

“We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story,” Dave Zuchowski, president and CEO of Hyundai Motor America, said in a statment . “We can’t wait to show the NFL’s 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup. The NFL and Hyundai also share a commitment to helping the communities where we do business, another important aspect of our sponsorship.”

As part of the new sponsorship, Hyundai will have use of NFL trademarks across various marketing channels, including branded content, advertising and promotional materials.

Hyundai also will provide promotional vehicles at the Super Bowl and other events throughout the year.

“We are pleased to welcome Hyundai to our family of sponsors,” Renie Anderson, the NFL’s senior vice president of sponsorship, said in a league-issued release. “We appreciate Hyundai’s enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year.”

General Motors had sponsored the NFL from 2001 until this past season. GM decided not to renew the contract when it expired in March, a company spokesman told Automotive News.

“We value our relationship with the NFL and its fans, but have decided to focus our sponsorship resources in other areas in the future,” General Motors said in a statement.