SEOUL, December 16 (AJP) - Hyundai Motor said on Tuesday it will extend its partnership with World Archery until 2028, maintaining its title sponsorship of the World Archery Championships and the Archery World Cup.
The South Korean automaker first partnered with World Archery in 2016. Under the renewed agreement, Hyundai will also sponsor the Para Archery World Series and the Indoor Archery World Series.
The Para Archery World Series, a development-focused program for athletes with disabilities, is set to launch in 2026 and will be held in six countries, including Thailand, Chile and the United States. The Indoor Archery World Series, which is open to participants of all levels, will run annually from October to March in seven countries, including France and the United States.
Hyundai said it plans to further enhance its global brand positioning by incorporating robotics sponsorship into major archery events, integrating its technology and brand messaging on an international stage.
“The partnership with Hyundai has been a driving force for the growth of archery worldwide since 2016,” Greg Easton, the newly appointed president of World Archery, said in a statement. He added that expanded support for para archery and public participation programs from 2026 would strengthen both inclusivity and elite competition.
Hyundai Motor Chief Executive Jose Munoz said archery reflects the values of precision, focus and excellence that underpin the company’s brand. “This renewal, guided by the vision of Chairman Chung Eui-sun, will help enhance inclusivity and accessibility in sport through our support for para and indoor archery,” he said.
Hyundai’s involvement in the sport dates back to 1985, when honorary chairman Chung Mong-koo led the Korea Archery Association. Since 2005, Chairman Chung Eui-sun has continued to support the development of Korean archery, with an emphasis on scientific training systems and athlete development — efforts widely credited with helping South Korea achieve sustained success on the global stage.
* This article, published by Aju Business Daily, was translated by AI and edited by AJP.
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