ESPN 'MNF' Halftime Show Gets Presenting Sponsor With Hyundai’s Genesis
Monday, September 10, 2018 at 05:11PM
NYSportsJournalism.com in ESPN, ESPN, Genesis, Hyundai, Monday Night Football, NFL, sports media

NYSJ Sports-Entertainment Business News Service

September 10, 2018: Hyundai, now in its fourth season as an official NFL marketing partner, continues to add to its presence across the league, signing a deal naming its Genesis auto brand as the marquee sponsor for ESPN’s Monday Night Football Halftime Show.

The alliance begins tonight when ESPN airs a Monday Night Football season-opening double-header, with the New York Jets at Detroit Lions (7 PM ET) and Los Angeles Rams at Oakland Raiders (10:15 PM ET).

Financial terms of the deal were not disclosed.

The Genesis Monday Night Football Halftime Show — hosted by Suzy Kolber with Steve Young and Louis RiddicK — will be presented commercial free courtesy of Genesis.

A special custom opening each week will feature landmarks and vistas from the host city will introduce that week’s musical artist and flow into the halftime show, according to ESPN.

Hyundai this season also signed on as the new presenting sponsor of NBC’s Sunday Night Football Kickoff show, complete with marquee presence leading into the prime-time game each week.

“Everyone at Hyundai is excited for the start of the NFL season and the opportunity to engage with football fans across the country,” Dean Evans, CMO for Hyundai Motor America, said in a statement.

Hyundai and ESPN said that Genesis would be incorporated into Monday Night Football through several branding elements, including on-screen graphics, desk signage, tune-in messaging and audio mentions.

The brand will also receive commercial inventory throughout the season.
 
“Genesis is partnering with ESPN to re-define Monday Night Football halftime shows and expand our presence as the official luxury car of the NFL,” Manfred Fitzgerald, evp and global head of the Genesis brand, said in a statement.

“We bring culture into everything we do at Genesis and we’re excited to combine sports and music performance for Monday Night Football.”

According to both parties, the cornerstone of the agreement will be a “unique musical performance to close the halftime show, by a different artist each week.”

Week 1 will see Boyz II Men will perform a special tribute to Aretha Franklin in Detroit with special guest Tori Kelly.

ESPN said that on select Monday nights, these performances would be live, on the field, during halftime of the Monday Night Football game. Other artists to be featured during the season include Zac Brown Band, Ciara and Daughtry.

According to Renie Anderson, svp-NFL partnerships, sponsorship and consumer products, “One of the benefits of being a league partner is that Genesis has the ability to leverage this authentically with ESPN, unlike any other in their category.

“Having the NFL’s official luxury automobile have a presence in one of the premier brands across the entertainment landscape – Monday Night Football – is a perfect combination.”

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