Hyundai Motor's partnership with World Archery continues.
Hyundai Motor said on June 16 that it has extended its partnership with the World Archery Federation to continue title sponsorship through 2028.
Since Hyundai Motor signed its first partnership with the World Archery Federation in 2016, it has continued global brand activities centered on the "World Archery Championships" and the "Archery World Cup." The World Archery Federation is the international sports body that oversees archery competitions worldwide and organizes the World Archery Championships and the Archery World Cup.
Through this renewal, Hyundai Motor will maintain its existing title sponsorships of the World Archery Championships and the Archery World Cup while expanding its sponsorship scope to include the Para Archery World Series and the Indoor Archery World Series. This aligns with the World Archery Federation's strategy to diversify its global portfolio and strengthen inclusivity.
The Para Archery World Series is a core program the World Archery Federation has operated to develop archery for people with disabilities since it took over management authority from the International Paralympic Committee in 2009, and it will be held for the first time in 2026 in six countries including Thailand, Chile and the United States. The Indoor Archery World Series is an 18-meter indoor event open to participants from recreational to elite athletes, and it is held each year from October through March in seven countries including France and the United States.
Hyundai Motor added a robotics sponsorship category to this contract to strengthen its positioning as a technology-focused brand. The company plans to consistently promote robotics technology and its brand message at major touchpoints such as global event broadcasts to increase synergy.
Greg Easton, the new president of World Archery, said the partnership with Hyundai Motor has been a key driver of archery's global growth since 2016, and noted that with expanded support for para archery and public engagement programs from 2026, cooperation to strengthen inclusivity and elite competitiveness will be further enhanced.
José Muñoz, CEO of Hyundai Motor, said archery embodies the precision, focus and excellence that Hyundai Motor aspires to, and said this renewal expands cooperation carried out under the vision of Chung Eui-sun, and through support for para and indoor archery the company will further enhance the sport's inclusivity and accessibility.
Hyundai Motor Group has continuously supported the development of archery in Korea, starting when honorary chairman Chung Mong-koo served as president of the Korea Archery Association in 1985 and with Chung Eui-sun serving as president of the Korea Archery Association since 2005. By investing heavily in building a science-based training system, advancing athlete development systems and expanding the sport's base, the group has played a central role in bringing Korean archery to the top of the world.
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