Hyundai kicks off NFL partnership

Automaker's first passes as league sponsor debuted at start of season

Hyundai is now the official automotive sponsor of the NFL, relieving GM of the position it held since 2001.

Two ads from the Korean company by Innocean USA begin the car maker's four-year partnership with the sports league.

The first spot features an Arizona Cardinals fan who has taken something from his yard, to his wife's chagrin. The second features a newly minted father expressing his excitement about the game in his car so he won't wake his toddler.

Further football-themed ads will be released throughout the season.