The new Hyundai UEFA partnership designates Hyundai Motor Company as the Official Automotive Partner of the UEFA Champions League starting in the 2026/27 season. The multi-year agreement runs through the end of the 2030/31 season. This development expands the carmaker’s soccer sponsorship portfolio, which spans nearly three decades across international tournaments and club competitions.
Scope of the Hyundai UEFA Partnership
Under the agreement, the carmaker will collaborate with UC3, the joint venture between UEFA and European football clubs that manages commercial rights for club tournaments. The 36-club competition reaches global audiences, with research indicating interest from approximately one in three people worldwide. Consequently, the company plans to use this visibility to showcase European-designed vehicles and future mobility technologies, including physical AI and specialized robotics.
“The UEFA Champions League is the best club football in the world, played every week in front of the most passionate fans in Europe. Following Hyundai’s engagement at the World Cup this summer, the UEFA Champions League is an ideal platform to show our beautifully designed vehicles with features fans love.”
José Muñoz, President and Chief Executive Officer, Hyundai Motor Company
Introduction of the IONIQ 3 Compact Hatchback
The all-electric IONIQ 3 represents the primary showcase vehicle for the sponsorship. Specifically, the compact hatchback was designed in Europe and entered production at the İzmit plant in August. It offers an aerodynamic drag coefficient of 0.263 Cd, a luggage volume of 441 liters, and a maximum driving range of 497 km under the WLTP test cycle. In addition, the model features a 14.6-inch infotainment screen powered by the PLEOS Connect software system.
The IONIQ 3 is the first of five vehicles the manufacturer plans to introduce in Europe during the 2026/27 cycle. The model joins an electrified lineup that includes the INSTER and the IONIQ 9. Moreover, the brand aims to offer electrified options across all European model lines by 2027 to meet growing consumer demand for low-emission transport.
Regional Operations and Market Footprint
The manufacturer maintains a technical center and design studio in Rüsselsheim, Germany. Production operations take place at facilities in the Czech Republic and Türkiye, distributing vehicles across 42 European markets through more than 2,000 dealerships. In 2025, the brand recorded sales of 603,542 units across the EU35 regional economy, securing a market share of 4.2 percent. Electrified models accounted for 24 percent of those total deliveries.
“IONIQ 3 is the first of five new models we are launching in Europe this season, designed and developed for our customers here in the region, and it is the car that leads our lineup for the future.”
Xavier Martinet, President and CEO of Hyundai Motor Europe
Outlook for European Electrification
The automotive group plans to advance its multi-powertrain strategy alongside the tournament campaign. Furthermore, the company continues to support its regional sales with a five-year unlimited mileage warranty package that includes roadside assistance and scheduled vehicle checks. These operational efforts will align with the commercial activities planned under the Hyundai UEFA partnership through 2031.
