With a portfolio built organically over time and measurement practices that varied by partner and region, Hyundai sought a unified direction and a standardised way to assess performance across the portfolio. This was a timely project to align investment behind a shared vision for the next phase of growth.

SAPA’s work spanned three phases:

1. Industry & Landscape Analysis Mapping the Australian automotive category and competitive activity in sport, identifying white-space opportunities and evolving fan dynamics.

2. Future Sponsorship Strategy Defining a clear sponsorship vision and strategic priorities, outlining an investment hierarchy, rights entitlements and KPIs that link brand and commercial objectives.

3. Sponsorship Evaluation Framework Developing an automotive-specific evaluation matrix to benchmark Hyundai’s core partnerships and guide renewal, optimisation, and future investment decisions against the new strategy.

SAPA delivered a cohesive and holistic sponsorship strategy, partner scorecards and a decision-making toolkit that enable consistent, like-for-like assessment to ensure confident investment decisions aligned to the overall business strategy. Hyundai is now equipped with a focused, high-impact sponsorship roadmap designed to deepen fan connection and drive measurable business results.