Three-year major sports sponsorship deal will continue to build brand in Chinese & Asian markets
Continuing its involvement with major global sporting events, Kia Motors announced yesterday at a signing ceremony in Shanghai that it has secured a three-year deal to become the title sponsor of the Asian X Games, considered to be the region's "Action Sports Olympics".
This latest in a line of high profile sport sponsorships by the automaker means that one of the world's signature action sports competitions will be officially known and re-branded as the 'Kia X Games Asia.'
Kia Motors has been a presenting sponsor of the X Games Asia competition since 2005. The association has been extended and upgraded to further differentiate Kia's young-at-heart and adventurous brand image in China and other Asian markets, and also amongst the emerging generation of new Kia Motors customers throughout the world.
Yong-Hwan Kim, Senior Executive Vice President and COO of Kia Motors Corporation, said, "We wanted to strengthen our association with this exciting event, which has become recognized in many circles as the Action Sports Olympics of Asia. Our consumer research shows that successful products such as the Kia Sportage, Kia Rio and our new European-made cee'd, for example, resonate loudly with a young, dynamic and sports-orientated audience."
"The Kia X Games Asia is an ideal opportunity to continue to build our association with this community and enhance awareness of our brand values in the Chinese market and beyond," he added.
The Kia X Games Asia 2007 will be held in Shanghai, China from 3-5 May. The 2007 games will be the ninth occasion the competition has been staged since 1998 and is promoted and organised in Asia by ESPN International, with the cooperation of ESPN STAR Sports. The competition is due to take place annually in China from 2007 to 2009.
Harvey Davis, Managing Director of ESPN STAR Sports, said, "This year, the Kia X Games Asia has all the elements of being a great success. The support of Kia Motors, the title sponsor, the Yang Pu District and other partners is evidence of a commitment to seeing it flourish."
More than 200 top athletes from the USA, Brazil, Japan and other Asia-Pacific countries will compete for over US$100,000 in prize money, medals and glory across five categories:
Last year, Kia Motors estimated that ongoing media exposure from the Asian X Games was worth around US$12 million to the company through the display of the Kia logo on television broadcasts, TV commercials and press materials. Kia expects to receive even more public value from the title sponsorship of the event this year.
Kia Motors has built a program of major sporting sponsorships around the world that 'talk to' a wide variety of target audiences. Kia is currently the major sponsor of the Australian Tennis Open and an official worldwide sponsor of Davis Cup tennis. From 2007 to 2014, the company will be an official automotive partner of FIFA, the governing body of the FIFA World Cup. In the United States, Kia Motors America has is a sponsor of nine National Basketball Association teams including the 2006 NBA Champion team, the Miami HEAT.
For results and more information on the Kia X Games Asia 2007, visit www.kiaxgamesasia.com.
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