Hyundai activated across BETX FanFest, the BET Awards Red Carpet and BET's Icon of the Year Award honoring actress Teyana Taylor
LOS ANGELES, June 29, 2026 /PRNewswire/ -- Hyundai Motor America today announced its first-ever sponsorship of the BET Awards and BET Experience 2026, which marked a new partnership with one of entertainment's most influential celebrations of Black culture, music, creativity and achievement.
"Hyundai is proud to have been part of culture's biggest night and to have debuted as a sponsor of the BET Awards and BET Experience," said Randy Parker, president and CEO, Hyundai Motor North America. "Teyana Taylor's impact on culture is undeniable. Her creativity across music, fashion and film reflects what it looks like to move with vision, purpose and originality. At Hyundai, we believe the future starts now, and we are honored to celebrate artists and innovators who continue to help drive culture forward."
Hyundai Debuted as an Integrated Partner Across BET Awards Weekend
Hyundai's BET Awards weekend sponsorship included three core integrations: presenting sponsorship of the BETX Main Stage at FanFest, vehicle integration during the BET Awards Red Carpet and Digital Pre-Show, and sponsorship of BET's Icon of the Year Award honoring Teyana Taylor during the live broadcast.
"The BET Awards and BET Experience bring community, culture, and connection together like nothing else in the media landscape. It's where fans, artists, and brands show up to all share the biggest moments in Black culture," said Louis Carr, president, BET.
Hyundai Presented the BETX Main Stage at BET Experience FanFest
Hyundai served as presenting sponsor of the BETX Main Stage Presented by Hyundai during BET Experience FanFest, which took place June 26-27 at The Beehive in South Los Angeles. As one of the weekend's major fan destinations, FanFest brought together music, community, food and culture through live performances and immersive experiences.
Mariah the Scientist headlined Saturday's programming, with additional talent across the FanFest lineup including B2K, Coi Leray, Destin Conrad, Fabolous, G Herbo, Jaewon, kwn and Larry June.
Hyundai's presence at FanFest included vehicle integrations throughout the festival footprint, creating opportunities for fans to engage with the brand in a high-energy, culture-forward environment.
Hyundai Vehicles Were Featured During the BET Awards Red Carpet and Digital Pre-Show
On Sunday, June 28, Hyundai was featured as part of the BET Awards Red Carpet and Digital Pre-Show, one of the weekend's most visible moments.