Boston Legacy FC Partners with Hyundai for Historic Sleeve Sponsorship in Women's Soccer

Boston Legacy FC Partners with Hyundai

In a groundbreaking move for women's soccer, Boston Legacy FC has announced a multi-year sponsorship agreement with Hyundai Motor America, designating the automaker as the club's inaugural sleeve partner. This relationship marks a historic moment not just for the team but the entire National Women's Soccer League (NWSL), as it represents Hyundai's first-ever sponsorship of this kind within the league. The Hyundai logo will be prominently displayed on the right sleeve of both the club's primary and secondary jerseys for every regular season and postseason match starting in 2026.

The timing of this announcement coincides with National Girls and Women in Sports Day, underlining Boston Legacy FC's commitment to enhancing the visibility and support of women in sports. The deal exemplifies the growing recognition and commercial potential of women's professional soccer and reflects the league’s increasing appeal to major national brands.

Jennifer van Dijk, the president of Boston Legacy FC, expressed her enthusiasm about the partnership, stating, "Our collaboration with Hyundai transcends a mere business transaction; it serves as a testament to the trajectory of our team, the league, and women's sports overall. When a renowned brand like Hyundai Motor America chooses to be a significant part of our journey, it highlights the commercial strength of women's professional soccer. We take great pride in building this relationship and exploring new avenues for our players, fans, and community."

Similarly, Sean Gilpin, the Chief Marketing Officer of Hyundai Motor America, noted, "We are thrilled to partner with Boston Legacy FC as their first sleeve sponsor, continuing Hyundai’s long-standing legacy of supporting women's soccer over the past 25 years. This investment is a concrete representation of our 'Progress for Humanity' vision, showing our commitment to promoting women's sports at every level. We truly believe in the power of soccer to unite communities and inspire future generations. As the official Mobility partner of the upcoming historic 2026 FIFA World Cup, we aim to sustain and expand our support for the sport."

To celebrate the announcement, Boston Legacy FC collaborated with American racing driver Lia Block, who took center stage in a thrilling showcase of speed and talent. Leveraging Hyundai’s electric model, the IONIQ 5 N, she exhibited high-performance driving maneuvers while the club's players, Annie Karich and Barb Olivieri, exhibited their soccer skills, creating an electric atmosphere full of adrenaline and excitement.

Hyundai has a rich history of championing women's sports, notably as the first official sponsor of the Women’s United Soccer Association (WUSA). Their global parent company, Hyundai Motor Group, has maintained this commitment since 1999 through consistent sponsorship of the FIFA World Cup, reinforcing their dedication to the sport.

Looking ahead, Boston Legacy FC is set to reveal their new kits ahead of the 2026 NWSL season, which will certainly include the Hyundai branding. Fans eager for updates on jersey unveilings, ticket sales, and match schedules can visit bostonlegacyfc.com or follow their journey on social media @bostonlegacyfc.

The successful negotiation and sourcing of this pioneering partnership were facilitated by Excel Sports Management's Properties division, which collaborated closely with Hyundai Motor America’s agency of record, INNOCEAN USA to make this alliance a reality.

Hyundai Motor America is dedicated to offering consumers in the U.S. a technologically advanced lineup of cars, SUVs, and electrified vehicles. As they continue to uphold Hyundai Motor Company's 'Progress for Humanity' vision, significant investment is planned for the U.S., including $26 billion from 2025 to 2028, which encompasses various operational installations and enhancements.

As Boston Legacy FC prepares to make their debut in the NWSL as the league's 15th team in 2026, they are not only looking to continue Boston's rich sports legacy but also to carve out new avenues for female athletes. With a core mission centered around building a vibrant community and enhancing the influence of women's sports, the advent of this new partnership with Hyundai is a monumental step towards a brighter future for the club and the league as a whole.