Kia Motors is passionate about the power of sports and the positive momentum it creates for people from all walks of life. Kia proudly participates in many sponsorship activities for prominent athletes and major sporting events around the world in the spirit of teamwork, devotion and sportsmanship.
Kia has been heavily involved in long-term sponsorships such as the Australian Open, FIFA World Cup and UEFA European Football Championship in an effort to spread the joy of sports to the masses and promote grassroots development of up-and-coming athletes. Continue reading to learn more about our sports marketing activities in 2017!
Australian Open 2017
In January, Kia continued to serve as the major sponsor of the Australian Open grand slam tennis championship for the 16th consecutive year. In order to guarantee smooth and safe transportation throughout the event, Kia continued with its tradition of providing a courtesy fleet of 110 Kia vehicles, including Carnivals, Sorentos and Optimas. Our global brand ambassador Rafael Nadal himself handed the vehicles over to Tennis Australia and also showcased the Kia Stinger during the official handover ceremony.
Fan participation was also encouraged. Enthusiastic fans were invited to sign a giant tennis racquet that was on display at the Kia experiential booth during the tournament and 70 lucky customers from around the world selected to experience the Australian Open in person through the ‘Kia Lucky Drive to Australia’ promotion. Players also got to join in on the fun with the ‘Open Drive’, where they participated in on-camera interviews while cruising around in a Kia Sportage. Kia also gave back to the community through the AusOpen Ball Drive Funds for future generations of tennis stars.
Kia Classic 2017
In addition to being the official automotive partner for the LPGA, Kia also sponsored the 8th annual Kia Classic championship at the Park Hyatt Aviara Resort in California last spring. People from around the world, both on and off-site, witnessed the 72-hole tournament featuring talented LPGA golfers, and South Korean golfer Mirim Lee triumphantly drove off with the orange champion’s vase in this year’s prize car, the Kia Cadenza.
FIFA Confederations Cup
Kia, an official automotive partner of FIFA, supported the FIFA Confederations Cup held in June through July in Russia, where Germany defeated Chile by a score of 1-0 to win the championship.
Prior to kick-off of the opening match, a handover ceremony of 83 Kia vehicles took place, while Kia reintroduced the ‘Kia Champ into the Arena’, a five-a-side amateur football tournament. Team Russia won the title and as champions were invited to attend the semi-final Confederations Cup match.
Kia went even further to involve fans and football enthusiasts. Sixteen children from all over the world were selected as Official Match Ball Carriers (OMBCs), granting them the honor of walking onto the pitch to deliver the match ball to the referee for the official kick-off. In addition, 37 winners of the ‘Lucky Drive to Russia’ competition were invited to attend the tournament’s opening match in Saint Petersburg.
UEFA Women’s EURO
Maintaining its position as a major UEFA sponsor since 2006, Kia supported the Women’s EURO 2017 last summer where the world saw the Netherland’s Orange become the first host country to win the championship title since Germany accomplished the feat in 2001.
FIFA Interactive World Cup
This year, Kia also jumped into the world of eSports in partnership with FIFA, serving as one of the main sponsors of the FIFA Interactive World Cup (FIWC) Grand Final held in London, United Kingdom, last August.
For smooth operation of the event, Kia handed over 8 Kia Sorento vehicles to safely transport FIFA staff, competitors, guests, and media. Thanks to Kia’s support, the event concluded successfully with English gamer Spencer ‘Gorilla’ Ealing taking the title of new world champion.
As the year comes to a close, we look forward to getting everyone excited about next year’s sporting events which Kia will be supporting. Stay tuned as Kia will be a major sponsor of the 2018 Australian Open and the 2018 FIFA World Cup. We will never cease creating more enjoyable and convenient opportunities for everyone to enjoy the game!
[AUTOCAR Professional] ‘Instead of style versus functionality, achieving functionality with style is important in designing cars.’
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