Hyundai Auto Canada continues to make strategic strides in the hockey sphere, securing an endorsement agreement with next-generation hockey prodigy, Connor Bedard. The top prospect for the 2023 Upper Deck NHL Draft, Bedard, will represent the automotive brand through public appearances, social media, and advertisements, among other platforms.
This signing underscores Hyundai Canada’s ongoing commitment to hockey, a journey that began over ten years ago with grassroots initiative, Hyundai Hockey Helpers. Hyundai reached a milestone in 2022, becoming the official Automotive Partner of both the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL) in Canada. This multiyear deal is the most significant since Hyundai’s establishment 40 years ago.
Bedard’s agreement symbolizes another hockey milestone for Hyundai Canada, coinciding with Bedard’s recent unprecedented feat. Earlier this month, he scooped the CHL Top Prospect, Top Scorer, and David Branch Player of the Year awards, a trifecta achievement unseen since 1994. His impressive performance was further recognized with the prestigious E.J. McGuire Award of Excellence at the NHL Awards.
“We took our hockey involvement to the next level with the NHL and NHLPA partnership last year. Bringing one of the game’s most elite young stars on board is both an honour and a natural next step,” says Christine Smith, director of marketing at Hyundai Auto Canada. “On behalf of Hyundai Auto Canada, our customers, and our dealerships, we warmly welcome Connor to the Hyundai family, who is already an inspiration to so many already, and will inspire the next-generation of hockey fans.”
“I am excited to partner with Hyundai Canada, they are a group that clearly shares a love of hockey and a commitment to celebrating the best of the sport at all levels across Canada,” says Bedard. “I’m looking forward to working with the team.”