Kia 2012 Annual Report Download - page 30
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Sportsmanship and Leadership
Kia Motors promotes its young and dynamic brand to
sports lovers across the world through various sports
marketing activities. As an official sponsor of premiere
sporting organizations and competitions such as FIFA,
UEFA and the Australian Open Tennis Championships, we
have strengthened our presence as a global player and
enhanced our brand image.
Having served as the major sponsor of the Australian
Open for 12 years from 2002, Kia Motors signed an
agreement to extend our sponsorship for the next five
years until 2018. In doing so, Kia Motors has become
the longest-running major sponsor in the history of
this prestigious event. As a result, Kia Motors can
expect to further receive promotional benefits from
this sponsorship. In terms of brand exposure in 2012,
Kia enjoyed 6,463 hours of television exposure and
media value worth USD 355 million, up 54% and 105%,
respectively, from 2009.
During the 2013 Australian Open, we conducted various
programs along with the official provisioning of Kia cars,
including the ‘Kia Lucky Drive to Australia’ for 53 Kia
customers from 26 countries around the world, as well as
the ‘Kia Amateur Australian Open’ and ‘Ball Kids Program.’
We also promoted the young and dynamic Kia brand
to consumers across the globe through diverse online
channels such as the official website of the Australian
Open, Kia Motors’ Facebook fan page and YouTube
channel.
As an official FIFA Partner from 2007 to 2022, we are
sponsoring many international football competitions
organized by FIFA including the 2014 FIFA World Cup
BrazilTM, the 2018 FIFA World Cup RussiaTM, and the 2022
World Cup QatarTM.
As an official UEFA EUROTOP Partner from 2006 to 2017,
we have conducted various marketing activities, and
exposed the Kia brand to the global media. In particular,
through the installation of stadium A-boards, we achieved
advertising equivalent exposure of KRW 1.57 trillion.
Moreover, through our participation as an official sponsor
of the Copa America 2011, the world’s longest running
soccer tournament, we paved the way to be recognized
as a leading global brand in Latin America. The title
sponsorship for the Kia World Extreme Games, which
began in 2005 and signaled the start of our China-targeted
marketing strategy, was recently extended until 2015. Kia
Motors is also the exclusive automobile sponsor of the
National Basketball Association (NBA) in the U.S. while
our subsidiary in the Netherlands sponsors professional
speed skaters. As such, our aggressive marketing aligned
with popular sports in each region is maximizing our
overall marketing impact.