Hyundai has joined the UEFA Champions League’s global commercial partner portfolio, signing a four-season agreement covering 2027-28 through 2030-31, while its activation will begin this season.
The automotive manufacturer will also be active during the 2026-27 season, taking over the final year of the current commercial cycle after the automotive category became available. The financial terms of the agreement have not been disclosed.
The partnership extends beyond the Champions League to include the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.
Automotive category returns to Champions League portfolio
The deal was brokered by Relevent Football Partners (RFP), the exclusive partner of UC3 for the global commercialisation and sale of the commercial rights to UEFA’s men’s club competitions.
The agreement brings the automotive category back into the Champions League’s commercial portfolio after the competition had gone without an active partner in the segment during recent commercial cycles.
Guy-Laurent Epstein, co-managing director of UC3, welcomed Hyundai as an official UEFA Champions League partner, highlighting the company’s long-standing commitment to football and its global reach.
José Muñoz, president and CEO of Hyundai Motor Company, said football had been part of Hyundai’s strategy for almost 30 years and described the Champions League as an important platform for showcasing the company’s vehicles to a global audience.
Champions League sponsorship portfolio targets €1bn-plus annual value
Hyundai will join the 2027-31 commercial cycle alongside brands including AB InBev, Alibaba, Fanatics, Haier, Nike, PepsiCo and Qatar Airways.
The portfolio also includes a betting partner identified as bet365, following confirmation of the agreement in May. AB InBev, Alibaba and PepsiCo hold six-year premium partnerships covering UEFA’s three major men’s club competitions.
RFP’s new commercial model is targeting an average annual commercial value of more than €1bn from July 2027.
The agreements secured so far have already pushed the value of UEFA’s commercial revenues beyond the level generated during the current cycle.
Hyundai’s arrival strengthens UEFA’s global sponsorship portfolio while also restoring the automotive category to one of football’s most valuable commercial platforms. For the manufacturer, the partnership provides access to Champions League audiences across multiple markets and extends its football strategy into a new commercial cycle.