Hyundai Expands Brisbane Lions Partnership with Fan-Focused Activations

Hyundai has taken a more experiential approach to its Brisbane Lions partnership in 2025, rolling out a range of in-stadium and fan engagement activations designed to connect its vehicles with supporters in interactive ways.

The strategy, delivered in collaboration with agency BonBon, highlights how automotive sponsors are increasingly shifting beyond static branding to create tangible fan experiences.

At the centre of the activation program was Lion Park Powered by Hyundai, where the brand showcased its IONIQ electric vehicle not just as a display piece but as a power source for live entertainment and fan activities.

The campaign also included season-long competitions, notably the “Win a Kona” promotion, which used roving staff and QR code signage at The Gabba to drive digital entries.

For sponsors, this type of activation represents a measurable pathway for data capture and consumer conversion—key outcomes beyond brand visibility.

Hyundai further leveraged its new partnership with Area VIP, a premium ticketed space at Lions games. Activations in the space included bespoke caricature artwork and branded photo opportunities, offering value to high-spending fans and reinforcing Hyundai’s positioning in the premium market.

Meanwhile, Hyundai’s Player Height Wall at Gate 2 provided a simple but effective entry touchpoint, linking its Kona and Inster models to some of the club’s highest-profile players, including Lachie Neale and Charlie Cameron. Family-friendly photo booths on select game days extended the opportunity for branded take-home content, another increasingly common tactic in sponsor activations.

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