Few things are loved in Europe more than the UEFA Champions League. In fact, it’s hard to think of anything that would rank higher among the people at large. With that in mind, it is unsurprising and notable that Hyundai has become a sponsor of the Champions League. Thankfully, it’s leaning into this with an electric focus. “Hyundai Motor Company becomes Official Automotive Partner of the UEFA Champions League in a multi-year partnership, beginning with the 2026/27 season,” the company writes. “Designed in Europe for European customers, IONIQ 3 is the first of five major models Hyundai will launch in Europe during the 2026/27 season and the first to represent the brand in the partnership.” I’ve written before about BYD trying to win the hearts and minds (and wallets) of Europeans by sponsoring top soccer/football teams. Hyundai is now going down that road, but in a broader, less team-specific way. That said, the company has also gone the former way in the past in some places. Here’s how the company puts it: “Football is familiar ground. For almost 30 years Hyundai has supported the game at its highest levels, from the largest international tournaments to clubs and associations around the world. The UEFA Champions League extends that commitment to the pinnacle of European club football.” The company also tries to link itself to one of the sport’s biggest events, the UEFA Champions League. I’m not going to lie — it’s a stretch, and a little cringe. Here’s what the company writes: “The parallels between the UEFA Champions League and Hyundai run deeper than scale: squads in this competition draw talent from every corner of the globe and compete at the highest level in Europe. Hyundai leverages the strengths of its global scale while designing, engineering and building vehicles in Europe, selling across the continent. Two organisations, unambiguously European in operation and international in influence.” “Football has been part of Hyundai for almost 30 years. It brings people together like almost nothing else, across languages and borders and generations. The UEFA Champions League is the best club football in the world, played every week in front of the most passionate fans in Europe,” José Muñoz, President and Chief Executive Officer, Hyundai Motor Company, added. “Following Hyundai’s engagement at the World Cup this summer, the UEFA Champions League is an ideal platform to show our beautifully designed vehicles with features fans love. I am from Madrid, so I have watched this competition my whole life. I’m personally excited about engaging with fans across Europe. It’s a great time to celebrate the beautiful game with Hyundai.” Hmm, from a Madrid — so he’s actually getting on my bad side now if that means what I think it means. Okay, but let’s get to the electric vehicle portion of this announcement. “The all-electric IONIQ 3, designed in Europe for European customers, is Hyundai’s opening statement in the partnership. The compact hatchback made its debut at Milan Design Week earlier this year and became the first battery-electric vehicle to enter production at Hyundai’s İzmit plant when manufacturing commenced in August. It is the first of five major new models Hyundai brings to Europe in the 2026/27 season. “With the IONIQ 3, Hyundai enters the compact class, Europe’s most contested segment, with class-leading capability to deliver on European customers’ needs. IONIQ 3’s Aero Hatch typology has been created to deliver class-leading efficiency and range, with a drag coefficient of 0.263 Cd and up to 497 km of range (WLTP). With 441 liters of trunk volume, best-in-class interior space, a segment-leading 14.6-inch display featuring Hyundai’s latest PLEOS Connect infotainment system, and strong value, IONIQ 3 represents Hyundai’s commitment to making electrified mobility accessible to its European customers. “The IONIQ 3 sits within a line-up that offers customers a genuine choice across the full powertrain spectrum, thanks to Hyundai’s flexible strategy: battery-electric, hybrid, plug-in hybrid, hydrogen fuel-cell electric and internal combustion. The range is structured around how people own and use their vehicles, delivering flexibility. “IONIQ 3 builds on Hyundai’s EV recognition in Europe, following significant awards that reflect the breadth of the company’s commitment to electrified mobility. The Hyundai INSTER was named 2025 World Electric Vehicle, while the IONIQ 9 was named Germany’s 2026 Premium Car of the Year. This customer-centric focus frames Hyundai’s newly announced partnership as the UEFA Champions League’s Official Automotive Partner.” Boom. It’s great to see automakers put a focus on electric vehicles when they run huge sponsorships. I was very disappointed with Hyundai’s World Cup sponsorship because it focused almost entirely on gas-powered cars and SUVs. Though, I guess they are “just following the market” and have decided that the US market should get polluting gas cars while the European market gets hot, new, clean, sleek electric cars and SUVs. Good for Europe.