16.07.2019 Press release

Hyundai Belux announces three-year partnership with KAA Gent

  • The Buffalo Fan Day was the starting point for the collaboration
  • Hyundai BeLux is a proud partner of KAA Gent for the next three seasons
  • Partnership fits within the brand’s international tradition
  • A story of shared brand values and ambitions

Press material

In a country as football-crazy as Belgium, it was only a matter of time before Hyundai Belux also looked for opportunities for an interesting partnership in the Jupiler Pro League.

Hyundai and football has been a winning combination for many years. Not only has the South Korean brand been a partner of top international tournaments like the World Cup, it has also cooperated with some of Europe’s top clubs in recent years. Atletico Madrid, Chelsea FC, AS Roma, Olympique Lyonnais and Hertha BSC Berlin all play with the Hyundai logo on their shirts. Now, finally, KAA Gent has joined forces with Hyundai. 

We already demonstrated our love for Belgian football with the Hyundai fan village on the Antwerp quays, where the Red Devils’ matches were celebrated in a delightful atmosphere. However, I must admit that this year we are impatiently looking forward to the start of our highest football competition, because as sponsors of a top team, we are now moving up a gear. KAA Gent is a club that represents innovation in Belgian football in all respects. It is extremely professionally managed, while its impressive Ghelamco Arena is the most beautiful and modern stadium in the entire country. The club has an iron will to be a sporting challenger in the competition to amaze friend and foe. This last factor makes it perfectly comparable to Hyundai, not only in Belgium.

Olivier Sermeus Managing Director of Hyundai Belux

The announcement of this new collaboration took place at the Buffalo Fan Day on Sunday 14 July at KAA Gent’s Ghelamco Arena. This event celebrated the start of the new season and showcased the club’s adherence to the value of family. The club, in association with its partners, invited all of its fans to attend with their families in order to get to know the players ahead of this year’s competition.

Hyundai Belux was prominent at the Buffalo Fan Day thanks to the recently launched Hyundai Tucson N-Line, which was displayed at the entrance of the stadium for the announcement of the partnership, alongside some animations to entertain the young Buffalo fans who were present.

Under the slogan ‘We are Buffalo’, KAA Gent stands for family, sportiness, excellence and quirkiness. We go our own way in a positive and sporting manner in the immensely competitive world of top-level football. It is already clear during our first discussions with the Hyundai Belux team how much our two strategies have in common. We are therefore very happy that Hyundai will come on board in our adventure, and I am already convinced that over the course of the next three seasons we will share a lot of memorable moments together.

Serge Platel Commercial and Marketing Director at KAA Gent

From the first games of this season, the Hyundai logo will proudly feature on the sleeves of KAA Gent’s players. The club also uses, via the local distributor AGS Gent, a fleet of about 20 cars, mainly the Kona and Tucson SUVs. Hyundai will of course be present and visible at all the home games in the country’s most beautiful stadium.


I am a customer

I am interested in a model or have a specific question about Hyundai.

Go to customer website

I am a journalist

I am looking for a direct press contact from Hyundai.