Kia in Rio

The FIFA Confederations Cup, held the year prior to each World Cup in the host country, serves as the perfect rehearsal for the nation’s operational and logistical plans. Transportation, security, and hospitality efforts are all closely examined to determine any flaws. Though the competition is off to a successful beginning, the host committee will have a full calendar year to identify resolutions to any minor issues that may arise.

This year’s competition, which hosts winners of major FIFA tournaments over the prior two years, is being contested in Brazil as a prelude to World Cup 2014. Thanks in large part to ESPN’s live broadcast of every game, as well as the United States’ success in the 2009 tournament, the Confederations Cup has gained quite a bit of popularity worldwide. While the Americans did not qualify for this year’s competition, television ratings are booming as a result of several exciting games, including a memorable bout between Italy and Mexico.

The tournament provides valuable preparation not only for the host committee, the teams, and the broadcast partners; it also enables FIFA sponsors to test their marketing campaigns.

One sponsor that is taking advantage of their presence at the 2013 Confederations Cup is Hyundai-Kia, which serves as the official automotive partner of FIFA. Hyundai-Kia launched their activation in Rio through the Official Vehicle Handover Ceremony, which marked the event’s beginning. At the Ceremony, the brand formally handed over the keys to more than 500 vehicles, which will be used for both ceremonial and operational purposes. These vehicles include the HB20, the Azera, and the Santa Fe, all of which will help FIFA manage all logistics required in hosting a large-scale international event.

Hyundai-Kia believes their FIFA sponsorship aligns well with the values of the company, which ranks Number One globally in Customer Loyalty. Hyundai has activated around collegiate football in the United States as a means to send this same message. Since soccer fans and college football fans represent two of the most passionate fan communities in the world, this makes all too much sense for the brand.