Hyundai Champions Inclusivity in Its 2023 FIFA Women’s World Cup Campaign

Remarkable moments in women’s soccer history

The extraordinary history of women’s soccer takes center stage in Hyundai Motor Company’s Goal of the Century (GOTC) global campaign for the 2023 FIFA Women’s World Cup in Australia and New Zealand.

A proud sponsor of the Women’s World Cup since 1999, Hyundai first introduced the GOTC campaign for last year’s men’s FIFA World Cup in Qatar, with a focus on sustainability. This latest spot makes women and inclusivity a key part of the message.

“In line with Hyundai’s vision of ‘Progress for Humanity’ and the spirit of the 2023 Women’s World Cup, [our] expanded GOTC campaign envisions a world with equal opportunities,” said Sungwon Jee, SVP and global CMO of Hyundai Motor Company. “We are proud to be part of women’s football history.”

See how far we’ve come

Entitled “How Far We’ve Come,” the new film celebrates 130 years of women’s soccer history. The film takes viewers on a time travel journey from the 19th century where we see a girl in a long skirt defiantly dribbling a ball past a group of boys, the first British Ladies’ Football Club match in 1895, the British FA banning women’s soccer in 1921, the first official international women’s soccer match in 1971, and the 2023 Women’s World Cup.

The film also includes cameos of generations of Hyundai cars appearing alongside each scene’s protagonist. Featured are the Pony, Hyundai and Korea’s first independent model, the IONIQ 5, which was inspired by the former, and the IONIQ 6, Hyundai’s latest EV, driving past a young girl practicing her dribbles, symbolizing future generations.

Hyundai is especially devoted to helping the next generation of athletes unleash their talents. “We aim to empower more young girls to dream big, both on and off the pitch,” Jee explained.

Watch how far we’ll go

Also part of Hyundia’s GOTC campaign, the legacy of women’s soccer and the individuals who have helped shape it are highlighted in a special exhibition, “Calling the Shots: Faces of Women’s Football,” on view at the FIFA Museum in Tumbalong Park, Sydney. 

Marking the brand’s fourth collaboration with the FIFA Museum, “This exhibition is a chance to witness the extraordinary progress and history of the Women’s World Cup,” Jee said. The museum was entirely constructed using locally sourced recycled materials in alignment with GOTC’s sustainability message. 

Featuring memorabilia from soccer stars like Megan Rapinoe, “This exhibition is a response to the aspirations of girls around the world who seek more female role models and leaders to look up to,” Jee added. “Hyundai eagerly anticipates the growth of these remarkable young girls, who will undoubtedly rise to become role models seen in the FIFA Museum someday.” 

GOTC’s core message of equal opportunities is also amplified in the brand’s Global Goal 5 Accelerator program, in partnership with Common Goal “to support various grassroots activities nurturing the dreams of young girls,” Jee said. An 8-day youth festival, “Football for Good,” will provide girls with opportunities to learn about important social issues through workshops and cultural programs. 

In addition to its FIFA Women’s World Cup efforts, Hyundai is sponsoring female Indian cricket players, partnering with non-profit organization Empowering Auto in Canada to recognize women in the auto industry, and joining forces with Surfing Australia to create the first grassroots national women’s leaderboard, among other initiatives. 

Hyundai continues to march toward a world of equal opportunities while empowering everyone to pursue their dream in hopes of a better world for future generations.