Kia Motors and NBA have New Multiyear Agreement to continue Partnership
By Michael Chaney
Dec 5, 2014 - 4:50:12 AM
KIA Motors and the NBA recently extended the automotive brand's status as the NBA's “official automotive partner.” It is a multi-year agreement which also continues the auto makers official sponsor status to the WNBA and the NBA D League. NBA superstar LeBron James stars in an ad for Kia's new K900 luxury sedan.
The KIA and NBA marketing partnership began in 2008, after KIA displaced Toyota as the association’s automotive partner. The automaker also has partnerships with the following 14 NBA teams: Atlanta Hawks, Charlotte Hornets, Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Miami Heat, New York Knicks, Oklahoma City Thunder, Orlando Magic, Philadelphia 76ers, Phoenix Suns, Portland Trail Blazers, and San Antonio Spurs.
This partnership is extremely evident in the advertising of nearly all aspects of the NBA. KIA has their brand name all over signage and graphics for the Rookie of the year, most valuable player, and player of the month performance awards. With KIA's name emblazoned on basketball courts, game scoreboards, and press conference backdrops, it is hard to spot the three letters of the NBA anywhere without seeing KIA's as well.
This multi-year partnership extension coup for the automaker follows a three year extension last year of KIA as the official sponsor of the LPGA. Earlier this year the 5th annual KIA golf classic was held in Carlsbad, California.
KIA Motors America is putting a lot of advertising effort into partnerships with sports teams and leagues. They are clearly repositioning their brand to attract a young audience that equates the automaker's vehicles with games and teams they love. They are doing this while at the same time expanding their own vehicle lineup with the K900, their luxury sedan. There is now a KIA for just about every taste. With a lineup of 14 vehicles ranging from compacts to mid-size, SUV's, Minivans and the release of the K900, a top of the line Luxury car, that seems geared toward making a sizable dent in the high end market.
This NBA partnership is certainly buying them publicity, and if recent sales figures are any indication, it is starting to pay off. Earlier this month KIA Motors America announced record October sales, which followed the best third quarter performance in company history. Kia's partnership strategy seems to be paying off. Their impressive sales, complete line up of vehicles and marketing prowess, make them a force to be reckoned with in the automotive world.
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