Legacy: Why Hyundai Jumped to Sponsor Boston's Female Pro-Soccer Team
It’s no doubt soccer (or football, depending on where you live in the world) has been on the rise - albeit a slow one - for upwards of 50 years in the United States.
The first well-marketed wave of “the world’s most popular sport” hit US soil during the mid-1970s with the international stardom of Pelé coming to play in New York. Ask anyone over the age of 60 - they’ll tell you “they tried” - but it never really stuck.
The 1990s saw another push from the game with the US hosting the World Cup. In ‘93, Major League Soccer was established as an attempt to push the game onto the same tier as the MLB, NFL, and NHL.
In the early 2000s, you would see David Beckham and other soccer stars on your cereal box on Saturday mornings. You might’ve even witnessed the wave of soccer-themed comedy blockbuster classics such as “Kicking and Screaming”, and “Bend It Like Beckham”.
Safe to say so far, the 2020s have seen yet another rise of soccer in the public sphere. With the immense popularity of the award-winning comedy-drama Ted Lasso tied with the US hosting the FIFA World Cup again in 2026, there’s been a serious increase in interest. This is reflected in the growth of smaller professional leagues such as the USL and the NWSL, which have been pumping out expansion franchises in untapped markets over the last few years.
One of these budding new teams is the Boston Legacy FC - the latest to join the National Women’s Soccer League.
Boston is undeniably one of the greatest sports cities in North America (don’t ask a New Yorker their thoughts on that), and with the clear upswing in soccer as well as the media-visibility of professional women’s sports, 30,000 fans flocked to Legacy FC’s inaugural match in March.
It’s safe to say people are optimistic about the future of not only the new franchise, but in women’s sports in general - including the team’s jersey sponsor, Hyundai Motor America.
Yes, that Hyundai. The Korean multinational automotive company. The one that has the third-largest car production in the entire world.
According to a press release from Hyundai on February 4th, the brand “will appear on the right sleeve of the club’s primary and secondary jerseys for all regular season and postseason matches starting in 2026.”
The announcement of the sponsorship coincided with National Girls and Women in Sports Day, which showed off “the club’s commitment to advancing women’s sports.”
According to Sean Gilpin, Hyundai Motor America’s CMO, “Our investment in Boston Legacy FC reflects our ‘Progress for Humanity’ vision and our commitment to growing women’s sports at every level. We believe in soccer's power to unite communities and inspire the next generation and we’re looking forward to continuing to support the game as the official Mobility partner of the historic 2026 FIFA World Cup.”
As for Boston Legacy FC’s team president Jennifer van Dijk, she said “Our partnership with Hyundai goes beyond a business deal – it is a validation of where our team, league and women’s sports as a whole are headed.”
As women’s sports and opportunities continue to grow, we may see more sponsorships popping up between franchises and companies. Keep your eyes peeled!
