Hyundai Motor Co., South Korea‘s largest carmaker, said Wednesday that it signed a three-year contract to support the U.S. Grammy Awards.
Under the contract, Hyundai will be the exclusive vehicle partner for the prestigious award sponsored by the National Academy of Recording Arts and Sciences for outstanding achievement in the music industry.
The carmaker said that its vehicles will be used to ferry celebrities to the awards ceremony slated for February 2012.
It will also play a role in the Grammy week celebrations and various gala events and receptions.
Besides showcasing its vehicles, the company, the flagship of Hyundai Motor Group, the world’s fifth largest automaker, will air two 60-second advertisements during the Grammy nomination show set for Nov. 30.
Hyundai aims to use the partnership to expand its market presence in the important North American market and bolster its brand image.