Hyundai UK, ahead of this summer’s FIFA World Cup, has signed a content partnership with YouTube channel Copa90.

The collaboration will see Hyundai UK support two original Copa90 shows, which launched last week with a competition to give fans a once-in-a-lifetime opportunity to win VIP trips to the 2014 FIFA World Cup Brazil.

YouTube research shows that football fans love to be online and that their favourite source of video is YouTube. 10.4 million football fans are online and 99% of them use the internet either everyday or most days. 4.5 million football fans are heavy YouTube users and every month they view an average of 100 YouTube pages.

Each visit is on average eight minutes long.
This is why Hyundai UK decided to take an innovative approach when determining its partner activation strategy for the 2014 FIFA World Cup Brazil.

The collaboration with Copa90 allows the automotive brand to focus on delivering football fans with unique and engaging content that will add value to their FIFA World Cup experience.
The Copa90 shows will engage audiences in the lead up to the 2014 FIFA World Cup, with a series reviewing all twelve host cities; followed by a new interview series during the tournament.

All of this activity is launched with a competition, asking fans to recreate their favourite ‘GOAL’ celebrations and enter them online. They will then be in with a chance of winning one of seven pairs of VIP packages to the 2014 FIFA World Cup to see Brazil v. Mexico in Fortaleza on June 17, 2014.

[youtube]http://youtu.be/dUBzaTozMfY[/youtube]

The competition is open for entries and fans can enter by visiting: www.hyundai.co.uk/experiencemore

“Our long-term partnership with FIFA allows us to connect fundamentally with a passionate global audience. For this year’s FIFA World Cup Brazil, we wanted to further improve that connection by working with Copa90 to bring engaging content and an exclusive competition to enhance the fans’ experience of the tournament – bringing a bit more of Brazil to Britain.” – Hyundai UK’s Marketing Director, Andrew Cullis

“We are thrilled to be working with a brand of Hyundai UK’s calibre to deliver a set of experiences our audience could not have achieved without them. This is a great example of a brand looking at ways it can add value for the audience they want to engage.” – Tom Thirlwall, CEO of Bigballs Films – the digital media company behind Copa90

It’s certainly a different angle for a sponsor to take for a big event such as the FIFA World Cup. It’s one I’m delighted to hear about personally as it is a company I worked for last year during it’s first year as a YouTube backed football channel. With over 500,000 subscribers to the channel it is certainly a force to be reckoned with and one which brands will want to be associated with more and more.