Corporate

FIFA Interactive World Cup 2009 Sponsorship November 11th, 2008

By Dong Il Kim
Sports Marketing Assistant Manager
Kia Motors Corporation

Sponsoring an online football event is just as exciting as the non-cyber ones! To enhance its brand appeal among the younger generation, Kia Motors sponsored FIFA Interactive World Cup (FIWC) 2008 and will serve as an official partner until 2011. The FIFA Interactive World Cup is the world’s largest football gaming tournament along with presenting partners Electronic Arts (EA) and PlayStation®.

The FIWC 2009 event structure is very similar to the actual football tournament. With 19 countries holding Live Qualifier Events around the globe, it provides great geographical reach across all six confederations. The Online Qualification runs from October 2008 through March 31st, while the first offline 2009 qualifying matches were just held in New Zealand last month (October 25~27, 2008). In May 2009, 32 finalists will compete in the Grand Finale (venue and date undecided). Online applications for the competition can be submitted through the PlayStation® 3 Network and offline applications will only be accepted on-site.

In 2009, we plan to upgrade our 2008 marketing efforts and execute effective FIWC sponsorship activities. In particular, to maximize our sponsoring efforts and strengthen our new Soul brand awareness, Kia Motors plans to provide the crossover vehicle as a first prize for the 2009 competition. Kia will also market Soul to young and young-at-heart drivers worldwide through the event’s promotional materials from FIFA, EA and Sony PlayStation®.

Here’s a little summary of what we did during the FIWC 2008.

The Kia A-Board was seen around the world through the game title which sold 8 million copies worldwide. Kia provided official vehicles and exhibited the cee’d at the FIFA Interactive World Cup 2008 Grand Finale which drew an audience of about 20,000 people. Also, an ad to promote the corporate image based on the football theme was shown on the giant screen. We feel these measures effectively promoted the Kia brand to young consumers.

We are looking forward to another great year with these partners and would love to hear what you, our bloggers, think about these initiatives.