For Hyundai in Texas, It’s Bases Loaded
What comes to mind when you think of the cars Texans drive? Like many, you probably think of big trucks with four-wheel drive and large towing capacities. But Hyundai, with its cars and crossover SUVs, is finding its place in the Lone Star State and building connections with the things Texans love. The latest: professional baseball.
This year, Hyundai was announced as an official automotive sponsor of the Texas Rangers. The auto maker chose to partner with the Texans due to their similarities in fan loyalty. Hyundai owners are some of the most loyal owners in the automotive industry, and the Rangers have a very dedicated fan base of their own in the MLB.
"Hyundai's sponsorship of the Texas Rangers is a great way for us to connect with some of baseball's most loyal and dedicated fans," said Tom Hetrick, south central regional general manager of Hyundai Motor America, in a press release. "We're excited to begin a long-standing relationship with the Texas Rangers, and continue our legacy of connecting with fans of high-profile sporting events."
The new partnership will bring some changes and modifications to Globe Life Park as the venue transforms the Batter's Eye Club into the Hyundai Club. The new and luxuriously designed lounge will feature the company's signage along metal railings, on HDTV's, and on the stairs leading up to the club. And as if that wasn't enough, the company will take things a step further, suspending a blue 2015 Genesis from the club roof and adding a back-lit Hyundai logo that illuminates with each Rangers hit.
This isn't Hyundai's first time partnering with Texas sports. The company sponsors college sports in the Lone Star State, as well. The Longhorns and Hyundai partnered for the #ThisIsLoyalty campaign, which featured burnt orange-bleeding superfans and UT's glorious "Hook'em Horns" hand sign. Hyundai also is the title sponsor of the Sun Bowl in El Paso, the second oldest college football bowl game in the country, which is features a faceoff between the PAC 12 and ACC conferences.
Hyundai's relationship with the Lone Star State goes beyond pro and college sports sponsorships. In spring 2014, the 2015 Hyundai Genesis was named "Car of Texas" by the Texas Auto Writers Association, one of the largest and most respected media associations in the United States. Presented at the Texas Auto Roundup, this award was a first for Hyundai. It's the highest honor awarded at the event.