HMC announced its plan to sponsor the 2011 ISU World Figure Skating Championship to take place in Moscow beginning on April 24, including providing a protocol vehicle for Yu-na Kim who will be attending the event. As an official sponsor, HMC will be able to display its banners within the area as well as its newest Sonata model outside the rink. HMC will use this opportunity to broadcast its slogan for the Russian market: “New Thinking, New Possibilities.” At the same time, it will also aggressively advertise its brand and the new Sonata as Hyundai’s flagship model on TV and in newspapers in Russia.
A spokesperson for the company said: “Figure skating is quite popular among people aged 25 to 50 in Russia, which overlaps with our key target customer segments. The official sponsorship of the event will significantly improve the public awareness of our brand and cars in Russia.”