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Hyundai Motor Teams Up with Common Goal for Gender Equality Program During 2023 FIFA Women’s World Cup

  • Hyundai Motor and Common Goal share vision for creating equal participation, representation and leadership for women in football, inspiring girls to dream big
  • Hyundai Motor kicks in funding for Common Goal’s Equal Play Effect, a replicable, adaptable and scalable solution to drive systemic change in community football and accelerate progress towards gender equality globally
  • By contributing to Equal Play Effect, Hyundai Motor supports women’s access to intercultural exchange and gender equity in sport for groups across Asia Pacific
  • To activate the partnership extension, Hyundai Motor sponsors Festival23, where 70 young leaders from 40 countries come together for gender equality and inclusion
  • The eight-day festival of Common Goal’s Football for Good is to be held in Sydney during the FIFA Women’s World Cup 2023’s final weeks

Hyundai Motor Company today announced its support for Common Goal’s Equal Play Effect, a women empowerment program, during the final weeks of 2023 FIFA Women’s World CupTM, which runs through August 20, 2023, in Australia and New Zealand.
The contributions take effect during the final weeks of 2023 FIFA Women’s World CupTM, which runs through August 20, 2023, in Australia and New Zealand, building on Hyundai Motor’s proud sponsorship of the tournament since 1999. Through its continued support, the company not only advocates for women’s football, but also equal rights and opportunities for girls, women and non-binary individuals through its partnership with Common Goal and contribution to Equal Play Effect. 
The Equal Play Effect initiative aims to create concrete strategies, resources and roadmaps across community football and it has been already implemented in various regions, including East Africa, Latin America and North America, providing tools, financial support and accountability to accelerate gender equality.
Equal Play Effect provides an impact framework to support community organizations to increase access and to promote safer spaces for girls and women in sports. In 2023, the collective project is set to expand to the Asia Pacific, the region of the 2023 FIFA Women’s World CupTM.
“The primary focus is to ensure that every young girl has a female role model in her community worldwide as we seek to enable girls and women to become leaders themselves in their communities,” said Jürgen Griesbeck, Co-Founder of Common Goal. “It’s not just about getting more girls to play football, rather, it’s about making sure the places they play are set up to help them thrive and we are ecstatic that Hyundai, as a long-term supporter of women’s football, also supports our program to advance gender equality in football.”
Sungwon Jee, Senior Vice President & Global Chief Marketing Officer at Hyundai Motor Company, added, “This year, our ‘Goal of the Century’ campaign expands on its previous efforts to create a sustainable world by focusing on social inclusivity for women. While girls and women face systemic barriers playing football around the world, together with Common Goal, we not only want to help increase visibility but also help create strategic frameworks for local grassroots organizations by contributing to their programs.”
By contributing to Equal Play Effect, Hyundai Motor also supports young women getting access to intercultural dialogue and gender equity movement-building in sport for good organizations across the Asia-Pacific region through Equal Play Effect. The program’s launch took place in Indonesia in July 2023 in a convening gathering women young leaders from seven different nations in the region.
“The Equal Play Effect Contextual Convening provided Football for Good organizations across the Asia-Pacific region with an exceptional opportunity to drive systemic change in gender equity,” said Eve Wilcox from Creating Chances, one of the expert organizations leading the implementation of the project that aims to implement the Equal Play Effect methodology in various organizations across the Asia-Pacific region. 
Wilcox added, “It’s a privilege to lead coach education sessions, where we delved into innovative strategies to increase access and provide safe environments for girls to participate in sports. This collective approach to changing the game reinforces Equal Play Effect’s commitment to paving the way for transformative and sustainable change across the region. We’re excited to continue to drive impact together through this project.” 
Arpana Pradhan, the young leader from We United, Nepal, added, “I feel empowered to take away all the learnings back home and implement everything in my community.”
Moreover, Hyundai Motor sponsors Festival23, the eight-day youth celebration of Common Goal’s Football for Good organizations that brings together role models and game-changers in women’s football. Through panels, inspirational talks, workshops, networking and a photo exhibition, Festival23 aims to inspire through shared experiences and take action in paving the way for generations to come. 
Festival23 is being held in Sydney during the final stage of the 2023 FIFA Women’s World Cup, embracing values of equality and the inclusive spirit of women’s football. It celebrates the potential of football to not just benefit the lives of athletes but also build the capacity of young people to advocate on important issues, such as employment, social cohesion, inclusion, gender equality and climate action.
The renewed partnership is part of Hyundai Motor’s global campaign platform ‘Goal of the Century,’ which has continued during FIFA Women’s World CupTM. Last year, the company allocated 1 percent of its 2022 FIFA World CupTM sponsorship fee to the Common Goal movement and activated a partnership with UNESCO ambassador and football star Nadia Nadim.
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About Common Goal
Common Goal is a global impact movement for the world of football, rooted in the belief that the world’s most popular sport is one of the few cultural forces strong enough to help shift society towards a more sustainable and equitable future for all. The movement unites organisations, athletes, clubs, brands and other stakeholders in football to radically collaborate towards the wellbeing of our people and planet. To so, Common Goal develops scalable impact solutions to tackle humanity’s biggest challenges and provides opportunities for everyone that is part of the football community to contribute. Common Goal is a movement for everyone that loves football and wants the game to be the best version of itself, driving positive transformation within the game and inspiring everyone to work together in support of our people and planet.
About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.
More information about Hyundai Motor and its products can be found at: or

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