AusLeisure

Korean car maker Hyundai has ended its long-running sponsorship of the Hopman Cup less than six months before the 2015 edition of the tennis tournament.

Hyundai began its association with the mixed-team event when it launched in Perth 26 years ago, becoming the title sponsor in 1998. 

According to The West Australian newspaper, Hyundai’s backing was worth $800,000 annually and also included the provision of a fleet of 30 cars to transport players, tournament officials and VIPs.

Explaining the end of the deal, a Hyundai spokesman stated "this decision was taken largely as a result of Hyundai's alignment with its global sponsorship portfolio, which primarily focuses on football, and also the strategic fit with our company's sister brand Kia - sponsor of the Australian Open.”

Hyundai sponsored the recent FIFA World Cup in Brazil and is also the A-League's naming partner.

Hopman Cup Tournament Director Paul Kilderry confirmed the event is searching for a new naming sponsor but remains upbeat on the commercial front following last week’s three-year extension with the Western Australian Government's tourism agency Tourism WA. 

Kilderry stated “Hyundai have been an amazing sponsor for the Hopman Cup since its inception, they have been incredible.

“Having a sponsor stay with an event for that long is extremely rare. It's disappointing, but their global strategy is heading more towards football.”

Hopman Cup organiser this week confirmed that high profile tennis stars Nick Kyrgois and two-time Grand Slam champion Andy Murray will be competing in the 2015 event.

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