Latest News

Back to Latest News back


Hyundai’s Brisbane Lions partnership a model of contemporary sport sponsorship

Hyundai’s Brisbane Lions partnership a model of contemporary sport sponsorship
September 11, 2019

In a week when the Brisbane Lions’ announced a new sponsorship with Snap Fitness, Hyundai Australia has explained how their long-term partnership with the Lions could be seen as a benchmark for contemporary sport sponsorship?

With marketeers facing increased pressure to justify and demonstrate how sponsorship delivers a return on investment, Hyundai’s long-term partnership with the Lions - currently in its ninth year - is seen by Martin Him, Hyundai’s General Manager as a success because of the AFL clubs ability to deliver outcomes.

Recently signing a further four-year platinum partnership with the AFL club, Hyundai has, according to Him, had “several partnerships with other sport entities that haven’t worked”, but when the Lions introduced a club facilitator several years ago to focus on doing business within the club, the car manufacturer saw a dramatic increase in sales.

Him explained “our long-term partnership with the Lions has delivered in more ways than one.

“The club understands what we want in a partnership and have been able to consistently deliver on that.

“The club sells over 170 cars a year through our direct partnership and we are able to contribute money from every sale back into supporting the club and football programs such as the Hyundai Academy.”

Since partnering with the Lions in 2010, Hyundai has also contributed to a range of initiatives, but most notably the ‘Hyundai Help For Kids Lions Academy’.

The academy is a strategic development program for 12 to 18 year-olds involving skills acquisition, nutritional advice, injury prevention and player development to help identify the next generation of Lions champions, like graduate Harris Andrews.

Hyundai also became a partner of the Brisbane Lions Women’s team in 2017 for the first season of the elite AFL Women’s competition (AFLW).

Him added “when we look at sports sponsorship, we want to link with organisations that align with our values in helping kids.

“I’ve got two daughters, so it’s really important that we continue to invest in women’s sport and give them the same opportunity as the men.

“The Lions have introduced us to other members of their network and when like-minded people work together the greater community benefits and that’s why this partnership continues to be a success.”

The Lions play GWS GIANTS in the semi-final on Saturday 14th at the Gabba.

Images: Hyundai 's backing for the Help For Kids Lions Academy at the Gabba (top) and the Lions' ALFW team (below).

Related Articles

10th September 2019 - Brisbane Lions secure Snap Fitness sponsorship

3rd June 2019 - Queensland Government commits $35 million to the Gabba, secures first Ashes test of 2021

4th March 2019 - Queensland Government looks to attract naming rights partner for the Gabba

1st February 2019 - Lions AFLW team base to be backed by $15 million in Federal Government funding

20th March 2017 - Metricon Stadium to host historic AFL Women’s Grand Final

27th May 2016 - Golf Australia agrees new sponsorship with Hyundai

14th August 2014 - 2015 Hopman Cup loses Hyundai sponsorship

17th January 2014 - Hyundai A-League to break one million fan mark in record time

23rd August 2013 - Brisbane Lions to relocate training and administration base to new elite facility

4th June 2012 - South Korean carmaker Hyundai backs Chinese football

20th November 2009 - Ticketmaster Seals New Deal with Brisbane Lions

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

ProSlide Technology

ProSlide is the global leader in water ride design and manufacturing, supplying high-performance water attractions to new and expanding water parks around the world. For over three decades, ProSlide…

read more

Aquatics / Play / Waterparks



As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as Vivaticket Pty Ltd.  Vivaticket is the ideal strategic partner for the organisation and management of your…

read more

Attractions / Entertainment / Sport / Ticketing / Venues



Commercial Aquatics Australia provides aquatic solutions nationwide and is one of the largest and most experienced companies specialising in the design, construction, renovation, service, maintenance…

read more

Aquatics / Design / Play / Waterparks



About Priava's Technology -  Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…

read more

Attractions / Billing / Entertainment / Events / Technology


Aflex Inflatables

Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…

read more

Aquatics / Play / Waterparks



Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology



SPORTENG specialises in the Planning, Design and Construction inspection of Fields of Play for all sports. Blending engineering with the specialist knowledge gained from working closely with sport…

read more

Consultants / Recreation / Sport / Surfaces / Venues


Aussie Strength

We are Aussie Strength. The ultimate supplier for Commercial Gym Equipment that's built to deliver in the toughest environments. From USA-Built hardcore weight training equipment from Arsenal…

read more

Fitness / Technology / Wellness


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business