Hyundai renews UK sponsorship of Prime Original movies
October 5, 2026



Amazon Ads has announced that Hyundai Motor UK has renewed and expanded its exclusive sponsorship of new Prime Original movies on Prime Video in the UK for a second year.

The sponsorship will feature 25 per cent more new Prime Original movies in which Hyundai will feature as exclusive sponsors. It will also include a curated back catalogue of existing Prime Original movie titles where Hyundai will be the only sponsors to appear before the film begins.


The sponsorship begins immediately and will run for 12 months, utilising Amazon’s first-party insights across Fire TV, online video, and display advertisements. It will showcase a range of Hyundai models, including the newly launched IONIQ 3, the groundbreaking IONIQ 6 N, the award-winning SANTA FE and the family favourite TUCSON.

Upcoming new Amazon Original movies on Prime Video featured in the campaign will include Masterplan, Love Of Your Life, Our Fault: London, Clashing Through The Snow, and The Man With The Bag alongside a back catalogue which includes The Sheep Detectives.

Strong results drive brand awareness

The new Prime Video sponsorship builds on the success of the first year, which consistently delivered double-digit increases in brand lift. Aided ad awareness increased by up to 24 percentage points, brand consideration by up to 23 percentage points, and brand favourability by up to 25 percentage points, according to a Dynata study executed in conjunction with the sponsorship.

A separate cross-media study by AudienceProject across May to July found that 60 per cent of the audience reached by the Prime Video sponsorship were incremental to Hyundai’s wider campaign. Hyundai’s sponsorship performed consistently across every quarter, audience segment, and stage of the funnel, highlighting the benefit of a sustained, always-on brand sponsorship.

“Our collaboration with Amazon Ads and Prime Video has proved to be a powerful way to connect with audiences in innovative and impactful ways. As exclusive sponsor of Prime Original movies in the UK, Hyundai has been able to stay front of mind during some of Prime Video’s most engaging entertainment moments, while reaching audiences beyond traditional TV,” commented Ashley Andrew, CEO and President, Hyundai Motor UK. “Following the successful first year, renewing the partnership allows us to build on that momentum and further showcase Hyundai’s award-winning range of electric and hybrid vehicles, with the campaign set to include the newly launched IONIQ 3, to audiences across the UK.”

The renewal comes as Amazon Ads expands its range of Prime Video sponsorships, with genre-focused multi-title sponsorships, and new single-title sponsorship formats.

“Hyundai was the first brand to develop a full-year sponsorship with original movies on Prime Video in the UK, and the fact it has renewed for another year shows the impact we’ve seen together,” added Phil Christer, Managing Director, UK, Amazon Ads. “These results held up every quarter, with every audience, and crucially reached people the wider campaign wasn’t able to. It shows that aligning brands with genuinely engaged audiences delivers real business outcomes, and we’re excited to see what this new campaign will deliver in year two.”