Hyundai is strengthening its brand competitiveness by participating in diverse sports contests that bring the world’s people together. Hyundai began to forge connections with UEFA (the European soccer league) and FIFA (the international soccer league) in 1999, and became an official sponsor of the 2006 Germany World Cup, Euro 2008 and the 2010 South Africa World Cup. Going forward, Hyundai will continue its soccer promotions with road shows and street parades at the 2011 Women’s World Cup in Germany, Euro 2012, and the 2014 Brazil World Cup.

We will also work as sponsors of sporting events that gain global attention, including golf and cricket. In golf, the 2011 “Hyundai China Ladies’ Open,” launching the Korean Ladies’ Professional Golf Association tour in China, and the U.S. Professional Golf Association’s season-opening “Hyundai Tournament of Champions” has helped spread Hyundai’s brand recognition.

In addition, Hyundai has begun to sponsor the Cricket World Cup, one of the world’s largest sports contests. In terms of popularity, the Cricket World Cup ranks fourth in the world, behind soccer’s World Cup, the Olympics and the Rugby World Cup.

Sponsoring the Cricket World Cup will raise our recognition and image in countries such as India, Australia, England and South Africa where the sport is popular. In addition, by sponsoring world-class sports stars such as Korean world champion figure skater Kim Yu-Na, we will work to increase the brand value.

When choosing a car, you must see it with your own eyes and touch it. To give more customers a chance to directly experience a Hyundai car, we are holding road shows around the world. A road show -- which provides unique sites and events based on local characteristics, customer inclination, and local culture -- is an opportunity to introduce a new car and brand image in a powerful yet friendly fashion. In addition, by giving key reporters and bloggers the opportunity to try out and evaluate a new car in terms of technology, performance and its other characteristics, we can quickly transmit accurate information to customers and prove the quality of the new model.