Entries in sports marketing (1)

Wednesday
May252011

Kia Motors Drives Sports Marketing Strategy With MLS New York Red Bulls Deal

May 24, 2011: The New York Red Bulls and Kia Motors America have signed a deal making the automaker an official partner of the Major League Soccer team and their Red Bull Arena.

The alliance is part of Kia Motors strategy to expand its sports marketing partnerships worldwide "to raise awareness and consideration for the Kia brand."

Among other deals, Kia is the official automotive partner of the NBA, has a marketing alliance with the LPGA, has a grown presence in motor sports and has a presence in the NHL. The company also ran a pair of commercials during the broadcast of Super Bowl XLV this past February.

Financial terms were not disclosed.

Kia Motors joins a Red Bulls marketing roster that includes Panasonic, The Home Depot, Coors Light, Prudential, AT&T, Degree for Men and majority team owner Red Bull.

To kick off the partnership, Kia will be the presenting sponsor of the Red Bulls’ match on June 10 when the team hosts the New England Revolution at Red Bull Arena.

"We are excited to partner with the New York Red Bulls and expand our presence with the game of soccer,” Michael Tocci, director, Eastern Region, KMA, said in a statement. “Kia has partnerships with FIFA and CONMEBOL’s Copa America, and the Red Bulls and Red Bull Arena are the perfect partners for us to continue the growth of our brand by leveraging the most popular sport in the world right here in the United States.”

The partnership gives Kia intellectual property rights for the team, as well as Red Bull Arena and the Red Bulls Academy and Training Programs.

“We believe this venture demonstrates the accession of soccer in the United States and the New York Red Bulls’ positioning throughout the world.”

In marketing support, Kia will be prominently featured throughout Red Bull Arena in such venues as branding on player bench areas, in-stadium signage, presence at the arena’s fan Interactive Zone and hospitality. The automaker said it would also be involved in the Red Bulls’ Kicks for Kids program, which benefits various local charitable foundations.

“We are thrilled to enter this partnership with Kia Motors and welcome them into the Red Bull family,” Red Bulls managing director Erik Stover said in a statement. “We believe this venture demonstrates the accession of soccer in the United States and the New York Red Bulls’ positioning throughout the world.”

In 2010, KMA said ti recorded its best-ever U.S. sales and 16th consecutive year of market share growth.

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