Tapping into the passion of college football fans, Hyundai Motor America and the local Hyundai of El Paso dealership have agreed to be the title sponsor of the Sun Bowl. Hyundai signed a four-year contract to serve as the games title sponsor for 2010, 2011, 2012 and 2013. The title sponsorship continues Hyundais Big Voices in Big Places strategy, positioning the Hyundai brand in the highest profile advertising venues including the NFLs Super Bowl, an exclusive automotive sponsorship of the Academy Awards and a global sponsorship of the 2010 FIFA World Cup.

The sponsorship of the Sun Bowl provides us with another great stage to tell the Hyundai story, said Chris Perry, vice president of Marketing, Hyundai Motor America. College football fans are among the most passionate and dedicated fans there are and this sponsorship is an excellent way to reach this audience.

The Sun Bowl is one of the oldest college football bowl games in the nation. First played in 1935, the Sun Bowl matches teams from the ACC and Pac-10 conferences. Through the years, the Sun Bowl has featured many college football stars that went on to outstanding pro football careers. The Sun Bowl annually generates close to $15 million in direct spending in the El Paso metropolitan area, making it the largest single event in terms of annual economic impact in El Paso. The 77th annual Hyundai Sun Bowl is slated for Dec. 31, 2010 at noon (MST) at the Sun Bowl Stadium in El Paso and will be broadcast on CBS.

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