Hyundai Succeeds GM as NFL’s Automotive Sponsor

Hyundai Motor Co. is the new official automotive sponsor of the National Football League. The company replaces General Motors Co., which has been the NFL's auto sponsor since 2001. The upcoming move had been reported extensively.

Hyundai signed a four-year deal for an undisclosed price. Reports say GM's sponsorship cost about $25 million per year, and the company spent an estimated $150 million more per year on NFL-related ads and marketing efforts.

The sponsorship gives Hyundai access to NFL trademarks and a big presence at the league's events, including the NFL draft, playoffs and Super Bowl. Hyundai says it will launch its sponsorship on Sept. 10 during NFL Kickoff activities.