Hyundai Motor Revives ICC Partnership After Ten-Year Gap with Global Focus
In a significant marketing move, Hyundai Motor Company has re-entered the world of international cricket as a premier partner of the International Cricket Council (ICC) for a two-year term, marking its return after a decade-long absence. This partnership, orchestrated from the company's headquarters in Seoul, encompasses all men's cricket tournaments organized by the ICC in 2026 and 2027, signaling a strategic push to leverage cricket's growing global appeal.
Targeting the Aspirational Youth Demographic
Virat Khullar, head of marketing at Hyundai Motor India, emphasized that the core objective of this sponsorship is to engage with Gen-MZ—a blend of millennials and Generation Z—who exhibit strong loyalty to brands and a deep passion for cricket. This demographic is seen as aspirational and influential in family decision-making processes, particularly in high-involvement purchases like automobiles.
Hyundai's campaign is designed as a 360-degree initiative, aiming to bring fans closer to the sport through memorable experiences. Key elements include a user-generated content contest titled Sabse Bada Deewana (The Biggest Fan), a co-powered sponsorship on both connected TV (CTV) and linear TV in partnership with JioStar, and the establishment of ICC zones at over 600 dealerships across India, featuring hero products.
Evolution of Cricket and Marketing Strategies
Khullar highlighted two major shifts in cricket over the past decade that influenced Hyundai's decision. First, the sport has become more globalized, with short formats like T20 gaining immense popularity, whereas it was a nascent format ten years ago. Second, cricket has democratized, with talent emerging from smaller towns and diverse backgrounds, including younger players and women, reflecting India's youthful demographic where the median age is below 30.
This evolution has enhanced the value Hyundai derives from cricket sponsorship. Cricket now appeals not only to parents, who are primary decision-makers, but also to teenagers who significantly influence brand and color choices in car purchases. The sport aligns with Hyundai's global, short-form, and youth-oriented marketing strategy, providing a strong foothold through the ICC partnership.
Leveraging Connected TV and Global Reach
A key advantage of this renewed partnership is the opportunity to advertise on connected TV, a medium that has grown substantially in India, with an estimated 60 million households now using CTVs as cord-cutters. This allows for more targeted advertising compared to a decade ago, when high-definition TV was the primary channel for reaching affluent homes.
While the campaign prominently features Indian consumers, Hyundai views men's cricket as a gateway to a global audience. Cricket's reach is expanding beyond traditional Commonwealth nations, with countries like Italy recently entering the sport and leagues emerging in new regions such as North America. Hyundai's involvement in other global sports, like the National Hockey League in Canada and FIFA, underscores its strategy to tap into sports as a driver of aspiration and content consumption.
Addressing Market Valuations and ROI
Amid concerns about the rising valuations of cricket broadcasting rights and leagues, Khullar expressed confidence in the return on investment (ROI) from the ICC partnership. He noted that current valuations are speculative, focusing on the sport's potential growth over the next 2-5 years. Hyundai conducts detailed benchmarking and valuations for such partnerships, ensuring ROI is earned from the target audience rather than relying on a broad, unfocused approach.
This global deal, as opposed to a solely Indian partnership, positions Hyundai at what Khullar describes as the right inflection point in cricket's journey toward greater globalization. The company aims to capitalize on cricket's widening and deepening consumption, making it a pivotal element in its marketing portfolio for the coming years.
