These days, the authentic spirit of sport, the amateurism has been discolored by rising of excessive competition and nationalism. Also by the media attention and sponsorships highlighting star players.

As a lifetime partner, Hyundai supports all the purest passions and challenges. Furthermore, through highlighting partners and their efforts, Hyundai shedding new light on true spirit of Olympic from amateurism.

Hyundai Motor Group reinforces its brand awareness and preference by tapping into the 2016 Rio Olympic festivity.

“All players have partners with a shared passion.” In the shadows, those partners strive for greatness and fuel the fervor of their athletes. As its corporate vision, “Lifetime Partner”, Hyundai pays tribute not only to the athletes but also to all the hidden “Partners” in the Rio Olympics, by shedding new light to the term “Partnership.”

Main video has been on aired on Youtube and Facebook channel from 15th July to 21th August during 2016 Rio Olympic Game period.