Hyundai Motor Company announced on Tuesday that it has entered into a 10-year long-term sponsorship agreement with the Whitney Museum of American Art in New York.

As part of the agreement, the South Korean automaker will become the official sponsor of the Whitney Biennial, supporting the renowned contemporary art exhibition every two years from 2024 until 2032. The 81st edition of the Whitney Biennial is set to take place from March 20th, 2024, and will span about five months.

In addition to sponsoring the Biennial, Hyundai Motor will also showcase an annual exhibition called ‘Hyundai Terrace Commission’ at the Whitney Museum’s ‘Test Platform,’ a fifth-floor outdoor exhibition space that is the largest outdoor exhibition space at the museum as well as providing artists and curators with opportunities for creative experimentation.

At the Hyundai Terrace Commission exhibition, Hyundai Motor will present large-scale installation works spanning various genres, including sculpture, performance, and multimedia. The 2024 exhibition will kick off on March 20th, 2024, in conjunction with the Whitney Biennial.

“By partnering with the Whitney Museum of American Art, which has a long history of artistic experimentation, we hope to broaden our understanding of the diversity of our society as presented by artists and contribute to creating a sustainable future,” Hyundai Motor Group Chairman Chung Euisun said.

This collaboration is another significant step for Hyundai Motor Company in elevating its brand prestige as it actively supports art institutions both in Korea and internationally.

Hyundai Motor inked an 11-year sponsorship agreement with Tate Modern in London, United Kingdom, in 2014 and a 10-year sponsorship agreement with the Los Angeles County Museum of Art (LACMA) a year later.

By Moon Gwang-min and Minu Kim

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