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Can Michael Jordan Help Sell the Hyundai Genesis?

Hyundai has announced that it is the exclusive automotive sponsor of the 13th Annual Michael Jordan Celebrity Invitational. Maybe Hyundai needs to pair up with the basketball legend to sell the Hyundai Genesis.


The 2015 Hyundai Genesis, being introduced to the media next week for test drives, will be the star of the celebrity golf tournament. As the official automotive sponsor of the tournament, Hyundai will showcase its all-new 2015 Genesis premium sedan and its Equus flagship sedan. The vehicles will be displayed around the course and players will have a chance to win a Genesis through a hole-in-one opportunity.

“The Michael Jordan Celebrity Invitational is not your typical golf tournament and is a perfect venue to showcase Hyundai’s interpretation of luxury among celebrities, athletes and the amateur players,” said Steve Shannon, vice president, marketing, Hyundai Motor America. “Golf continues to be an excellent way to connect fans of the sport with our premium vehicles.”

Following the recent success of the 2014 Hyundai Tournament of Champions, Hyundai expanded its golf presence by becoming the official vehicle of the Humana Challenge in partnership with the Clinton Foundation and vehicle partner for the Farmers Insurance Open. With those additional golf sponsorships, PGA TOUR players drove Hyundai vehicles in three out of the first four PGA TOUR events in the 2014 calendar year.

But now that Hyundai has captured the golf world it needs to go after Michael Jordan as a sponsor. Sure, it might be more hip to target younger basketball stars like Kia does with Blake Griffin but that's not the right demographic to sell the 2015 Hyundai Genesis. Folks that remember Jordan from his heyday have the buying power to purchase the hot new near-luxury sedan.

Think about it. Wouldn't you want to drive what MJ drives? He sold a lot of underwear. He's probably up to the challenge of selling a lot of Hyundais.