When Hyundai Card entered into credit card industry in 2002 as a late comer, its brand image was very weak compared to that of leading card companies such as Samsung, LG and Kookmin Card. Hyundai Card aggressively pursued individual brand focused marketing strategies based on customer needs and income level while it advertised indirectly its corporate brand image as young, innovative, and active utilizing creative advertisement and leading stylish design. Though Hyundai Card made a big success through creative marketing activities and Hyundai Card M that has more that 4 million customers, it had difficulty to relate its stylish, creative and sensual image to the image of a leading player in credit card industry. Hyundai Card desperately needed differentiated initiative to build the image of major player beyond just the image of young and niche company. Sport marketing strategy was the output of this endeavor. This study presents the sport marketing strategy of Hyundai card, which they utilized as a marketing differentiation tool in order to become the leading player of credit card industry. The detailed activities of sport marketing including super match I, Ⅱ, Ⅲ and world cup marketing, the performance and evaluations are examined, and its future plan and implications are also discussed.