Next Generation Hockey Superstar Connor Bedard Signs With Hyundai Auto Canada

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Hyundai Auto Canada Corp.'s next-generation superstar, Connor Bedard. Photo Hyundai Auto Canada

As its hockey-related presence continues to evolve, Hyundai Canada signed an agreement with Connor Bedard, a rising hockey superstar and the consensus top prospect in the 2023 Upper Deck NHL Draft.

Bedard will represent Hyundai Canada through public appearances, social media, advertisements and more.

Hyundai’s commitment to grassroots hockey initiatives began over a decade ago with Hyundai Hockey Helpers. In 2022, Hyundai Canada brought their hockey investment to the highest level by becoming the official Automotive Partner of the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL) in Canada through a multiyear deal, which is also the company’s biggest partnership since its inception 40 years ago.

Making hockey history

The agreement with Connor Bedard signals another hockey milestone for Hyundai Canada, as Bedard himself recently made hockey history. Earlier this month, Bedard won the CHL Top Prospect, Top Scorer, and David Branch Player of the Year awards, marking the first time since the Top Scorer award was introduced in 1994 that a player has won all three in a single season. At the NHL Awards, Bedard was also named the recipient of the E.J. McGuire Award of Excellence.

“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.”



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