THE Carlton Football Club’s long-term co-major partner, Hyundai Motor Company Australia, has signed a five-year contract extension which will see one of Australia’s longest-running sporting partnerships extend to more than a quarter of a century.

The extension will take Hyundai’s partnership to 26 years by the end of 2027. The five-year extension sees Hyundai double its commitment to AFLW and will retain the front space on the club’s home guernseys.

It was unveiled at an event held at The LUME in Melbourne’s CBD, in a launch that represented the journey both organisations have been on together and the innovation that will drive the partnership over the next five years.

Carlton president Luke Sayers and chief executive Brian Cook announced the partnership with HMCA CEO Ted Lee and COO John Kett, as well as representatives of the club’s AFL and AFLW programs.

The long-standing partnership started when Hyundai joined the club as a major sponsor from 1995–2000, before re-committing as a co-major partner in 2008.

In a statement, the two organisations said that Hyundai will continue to put the Carlton community at the heart of the partnership through regular member interaction and the popular bobblehead giveaways, along with support for and engagement with Hyundai’s charitable program Hyundai Help for Kids.

“Innovation and technology are hallmarks of the Hyundai brand, which has been further showcased through the creation of the Carlton IN Business sustainability charter, enabling like-minded businesses to share learnings and opportunities,” the companies said.

They said that the long-standing relationship between Hyundai and Carlton was built on loyalty, a customer-first approach and a joint passion for innovation.

Both organisations have evolved significantly since the establishment of the relationship and will continue to grow together, with a shared appetite to sit at the forefront of their respective industries.

Carlton CEO Brian Cook said the synergy between the club and Hyundai has helped make the partnership so successful.

“It is fantastic to have Hyundai recommit to the club for a further five years, taking their total partnership to a remarkable 26 years by 2027,” Mr Cook said.

“Hyundai is leading the way in innovation in the automotive space, and we believe our core values align, which has made it an easy and successful co-major partnership since it was first established.

“The partnership has grown significantly to date, and will continue to grow in the next five years, with Hyundai committed to the expansion of women’s sport, as recognised with a further investment in the club’s AFLW program.

“We are proud to have one of the most unique and longstanding partnerships in not only the AFL, but the entire Australian sporting landscape, and we continue to have a mutual brand synergy which holds us in great stead moving forward.

“It has been wonderful to collaborate with Hyundai on initiatives that directly benefit our members, including the ‘Back our ‘Baggers’ campaign, and we thank all Carlton members for their involvement.

“It is pleasing to know that our fans have a connection with Hyundai as our co-major partner, which is the sign of an incredibly strong partnership, and we look forward to the next five years with Hyundai by our side.”

HMCA CEO Ted Lee, said: “Hyundai is proud to be associated with such a progressive football club. Carlton and Hyundai have been on an incredible journey over the last quarter century, achieving so much together in a spirit of innovation.

“We know the fans appreciate the importance of tradition and loyalty, too, and our new partnership will demonstrate our strong history together in a truly innovative way.

“Hyundai is committed to Carlton and we are excited to support the Carlton Football Club and its fans well into the future. Go Blues.”

By Neil Dowling