Hyundai promotes sustainability goals ahead of World Cup

South Korea – As the 2022 FIFA World Cup inches closer, automobile brand Hyundai is launching a sustainability campaign that reminds viewers and fans that the real Goal of The Century should be addressing the climate crisis.

A newly appointed Team Century, comprising ambassadors such as former footballer Steven Gerrard, Korean pop group BTS and fashion designer Jeremy Scott, will push sustainability messages through and beyond the global sporting event. In addition to the powerful marketing campaign, Hyundai plans to provide eco-friendly vehicles for national teams, VIPs and event employees throughout the tournament. There will also be an opportunity for fans to make eco-friendly pledges to correspond with the number of goals scored by their team, adding a filter of fun to fighting climate change.

As football teams continue to rally round social and environmental causes, they are pushing political agendas that are leading consumers and companies to ask can football teams become the next civic brands?