Kia 2005 Annual Report Download - page 51

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The Power to Satisfy The Power to Excite
KIA Motors sponsors the Australian Open Tennis Tournament, one of the 4 Grand
Slam events. As a proud sponsor of the Australian Open since 2002, this event has
created plenty of enthusiasm for our cars and given us an outstanding opportunity to
publicly showcase our top-rate technology. These promotional efforts are paying off
handsomely. Commercial advertisements are making a positive impact with viewers
as Kia cars increasingly become associated with sporting excellence and superior
maneuverability. We also sponsor the Australian Open Amateur Tournament which
showcases the tennis stars of tomorrow. Wider exposure through these dynamic
sporting events has allowed us to strengthen our network of dealers and distributors.
We are pleased to be involved with events that bring passion and enthusiasm into the
lives of others.
KIA Motors has received plenty of favorable exposure at 36 tennis venues around the
world during its support of the 2005 Davis Cup competition. The Davis Cup is the
world's largest annual international team competition in sport with 133 nations
entered in 2005 and KIA was one of the international partners. The Davis Cup has
become immensely popular with more than 250,000 visitors to the official website for
every tie weekend since 2003. Last year's dramatic final match in Spain before a sell-
out crowd of 27,000 was transmitted live by 25 broadcasters in 150 countries.
KIA Motors was the main sponsor in the ‘2005 ASIA X-GAMES’ held in Seoul in May
of 2005. X-games designates a range of rapidly growing extreme sports typified by
aggressive physical skills, higher levels of danger and risk than those normally
associated with conventional sports. The 2005 ASIA X-GAMES attracted participants
from over 30 countries who competed in an exciting display of skills and events
covering inline skating, skateboarding, motorbike stunts, sports climbing and
wakeboarding. ESPN International hosted and broadcasted the competitions to over
140 countries and these eye-catching events caused a lot of positive global stir and
interest among audiences. The ASIA X-GAMES were a great success and proved KIA
could engage youth markets in a way that relates to their own personal interests.
51
2005 Annual Report