News
As the brand ramps up its U.S. market share, it has been showing up for some of the biggest sports and cultural moments of the season.
by Leslie Blount July 08 2026
On any given day, soccer, robots and an awards show celebrating Black culture would fail to find a common thread. But over the past several weeks, they’ve been core components in Hyundai’s playbook to strengthen its presence in the U.S. market.
After a bumpy 2025, in which the company found itself navigating the Trump administration’s policies on tariffs and immigration, the South Korean automaker has spent the summer on a full-scale brand awareness tour with sponsorships and campaigns across sports, entertainment and culture. The brand is maintaining its long-term partnership with the FIFA World Cup and sponsoring the BET Awards for the first time this year. Collectively, the initiatives lend to the brand’s future-forward strategy, which comes 40 years after first entering the American market.
