According to the Bloomberg story, GM was paying $25 million per year to be the official vehicle of the NFL. That did not include the advertisement space it bought. Hyundai's market share has slipped slightly as of late and the company is looking for ways to boost its mind-share. The NFL sponsorship has paid of hugely for GM. Last year when MVP Tom Brady gave his Chevy Colorado to Malcolm Butler the free publicity went on for weeks with a photo and mention of the hot new truck in every story.

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