Kia 2002 Annual Report Download - page 14

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Sports Marketing
The Kia logo w ill be visible at the Australian Open tennis tournament through 2008. A press
conference w as held at M elbourne’s Tennis Park on January 15, 2003 to announce that Kia and
Tennis Australia officials had concluded a main sponsorship contract for the next five years. Kia
officials calculate their sponsorship of the 2002 Australian Open generated publicity worth
US$219 million. The results from the 2003 event are expected to be w orth US$250 million.
Kia Motors Extends Sponsorship of Australian Open
In 2001, Kia M otors began sponsoring the Korean national ski-jump team
to support the bid to hold the 2010 Winter Olympics in Korea and to pro-
mote a sport unfamiliar to most Koreans. The team traveled to Tarvisio, Italy
for the 21st Winter Universiade and member Kang, Chil-gu w on the Gold in
the K-90 Individual event. The 4-man team also w on the K-90 Team Gold.
The press exposure of the Kia logo on the team uniforms is estimated to be
w orth hundreds of millions of w on. Kia recently extended its ski-jump team
sponsorship through 2006.
Korean Ski-jump Team Strikes Gold
The Kia Tigers professional baseball team performed far better than first
predicted in 2002, w inning 14 pre-season games, 133 regular season games
and 5 playoff games to finish 3rd overall in the standings. The team has
made post-season play for the first time in five years. Team Coach Kim
Sung-han is optimistic the team w ill do even better in the coming season.
Kia Tigers Roar in 2002
Increased sports marketing activities are building the reputation of the Kia brand
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2002 KIA MO TO RS AN N UAL REPORT
Sports M arketing