Hyundai expands GOTC campaign to focus on inclusivity for women

Hyundai Motor Group announced that it has expanded its Goal of the Century (GOTC) campaign to focus on inclusivity at the Fédération Internationale de Football Association (FIFA) Women’s World Cup 2023.

The new campaign, according to the South Korean conglomerate, builds on GOTC activations initiated during the FIFA World Cup Qatar 2022 that reflect Hyundai Motor’s commitment to sustainable, innovative, and humane efforts around the world.

With the expanded GOTC campaign, Hyundai Motor aims to combine the history of women’s football and the company’s vision to sponsor the Women’s World Cup via a new, more humane brand message that includes “Women + Inclusivity” as key concepts.

“This year, Hyundai’s Goal of the Century campaign expands on its previous efforts to create a sustainable world by focusing on social inclusivity for women. The campaign embraces womanhood by not only supporting the FIFA Women’s World Cup 2023, but also by celebrating the legacy and history of women’s football,” stated Hyundai Motor Company Senior Vice President and Global Chief Marketing Officer Sungwon Jee.

“Looking back at how far women’s football has come, Hyundai has an optimistic view of the future. As a longtime supporter of the game since 1999, Hyundai aims to continue fostering inclusivity and equality throughout the sports world,” Jee added.

As part of the new campaign, Hyundai has launched a new video that stands as a tribute to the remarkable history of women’s football. You can check it out here.

The said short clip commemorates the significant progress achieved and highlights the enduring partnership between Hyundai Motor and the Women’s World Cup, spanning an impressive 25 years and encompassing seven tournaments since 1999.

The film features some of women’s football’s most legendary moments from 1850 up to the present day.

Additionally, Hyundai Motor is sponsoring a special exhibition, “Calling the Shots: Faces of Women’s Football,” at the FIFA Museum, during the FIFA Fan Festival in Tumbalong Park, Sydney, from July 20-August 20, 2023.

Other Hyundai-sponsored events that align with the consortium’s campaign include the “Global Goal 5 Accelerator” program, an event that focuses on developing women role models for young footballers and expanding opportunities for women to participate in football, and Festival 23, an eight-day youth festival of “Football for Good,” to be held in Sydney during the FIFA Women’s World Cup 2023’s quarter-final week.

Photos from Hyundai

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