Hyundai UK will be the exclusive sponsor of Amazon Original movies on Prime Video in the UK from 1 October.
The news comes just days after Netflix announced that it had signed a global marketing deal with AB InBev.
Hyundai will be the first year-long sponsor of films on Prime Video. The automaker will have exclusive sponsorship rights for all new Amazon Original movies over the next 12 months, and will also sponsor a selection of existing Amazon Original movie titles.
According to figures from Barb, 12 million UK homes had access to Amazon Prime’s ad supported subscription in the second quarter of 2025. Amazon claims its average monthly ad supported reach is equivalent to a third of UK adults.
Hyundai will have access to Amazon’s first-party data as part of the deal, and its ads will appear across Fire TV, online video, and display advertisements.
The curated selection of existing Amazon Original movies that Hyundai UK will sponsor includes Saltburn and Road House. Forthcoming titles from the platform include Play Dirty, with Mark Wahlberg and LaKeith Stanfield, and Merv, with Charlie Cox and Zooey Deschanel.
Innocean UK helped develop both the media and creative for the sponsorship.
