Hyundai Automotive South Africa has elevated its involvement with golf and the Sunshine Tour by signing up as a full tournament name sponsor for the second half of the 2024/2025 season. The Hyundai Open, with total prize money of R2 million, will be played at the Royal Johannesburg East Course in February next year.
Hyundai Automotive SA, which is in its third year as a partner in the Sunshine Tour, has tested the water by becoming the main supplier of transport at the tour events with the company’s STARIA buses and its luxury SUVs, as well as providing a Hyundai vehicle for a year to each of the top-three players in the Tour’s Order of Merit, and one vehicle for a Sunshine Tour executive.
This involvement with the Sunshine Tour has proved beneficial for the Hyundai brand and led to the decision to become a full name sponsor for one of the tournaments.
“When active golfers were asked which car brand they own or drive most often, 6% of them indicated that they own or drive a Hyundai most often, and 30% indicated that an SUV is the type of vehicle that they drive most often. Furthermore, research has shown that brand sponsorships in sporting events rank third on the list of most trusted advertising channels,” says Gideon Jansen van Rensburg, CEO of Hyundai Automotive South Africa.
“It made perfect sense for Hyundai, with an excellent range of luxury SUVs such as the Tucson, Santa Fe and Palisade, to get involved with the Sunshine Tour. Not only does it display the vehicles, but it also provides people with opportunities to touch, feel and experience the Hyundai brand.
“The Sunshine Tour and its events present a perfect opportunity to expand Hyundai’s target market, reach new customer segments and enhance its brand perception. Aligning with the Sunshine Tour allows Hyundai to connect with specific demographics, making this collaboration an effective tool to grow the brand’s market share,” says Jansen Van Rensburg.
“It also provides Hyundai Automotive SA’s sales team with opportunities to meet and engage with potential customers at golf events through the official pro-am, VIP hospitality and Partner Connect days.”
The golf market is one that is continuously growing in South Africa, with more and more people taking an interest in the sport. The majority of these people are from higher SEM (socio-economic measure) groups, and see golf not only as a way to socialise, keep active, but also as a “lifestyle indicator”. For these people, golf is becoming a determining factor in their decision-making, both for necessities and luxuries.
Part of Hyundai’s sponsorship package until now has been car displays at Sunshine Tour events, allowing attendees to see and experience the latest models up close. Hyundai also offers a drive and pick-up service for guests attending the Sunshine Tour’s Partner Connect days, providing them with the opportunity to drive in Hyundai vehicles and experience their features firsthand.
At VIP events, Hyundai provides shuttle services, ensuring that high-profile guests travel in Hyundai vehicles – thus enhancing their experience and exposure to the brand.
The second half of the 2024/2025 Sunshine Tour schedule will include two DP World Tour co-sanctioned tournaments, four European Challenge Tour co-sanctioned tournaments, the new Hyundai Open tournament from 20 to 23 February 2025, and global incentives for the leading professionals.