Highlights of Kia sport sponsorships in 2017 December 5th, 2017



Kia Motors is passionate about the power of sports and the positive momentum it creates for people from all walks of life. Kia proudly participates in many sponsorship activities for prominent athletes and major sporting events around the world in the spirit of teamwork, devotion and sportsmanship.
Kia has been heavily involved in long-term sponsorships such as the Australian Open, FIFA World Cup and UEFA European Football Championship in an effort to spread the joy of sports to the masses and promote grassroots development of up-and-coming athletes. Continue reading to learn more about our sports marketing activities in 2017!


Australian Open 2017



In January, Kia continued to serve as the major sponsor of the Australian Open grand slam tennis championship for the 16th consecutive year. In order to guarantee smooth and safe transportation throughout the event, Kia continued with its tradition of providing a courtesy fleet of 110 Kia vehicles, including Carnivals, Sorentos and Optimas. Our global brand ambassador Rafael Nadal himself handed the vehicles over to Tennis Australia and also showcased the Kia Stinger during the official handover ceremony.



Fan participation was also encouraged. Enthusiastic fans were invited to sign a giant tennis racquet that was on display at the Kia experiential booth during the tournament and 70 lucky customers from around the world selected to experience the Australian Open in person through the ‘Kia Lucky Drive to Australia’ promotion. Players also got to join in on the fun with the ‘Open Drive’, where they participated in on-camera interviews while cruising around in a Kia Sportage. Kia also gave back to the community through the AO Ball Drive Funds for future generations of tennis stars.


Kia Classic 2017



In addition to being the official automotive partner for the LPGA, Kia also sponsored the 8th annual Kia Classic championship at the Park Hyatt Aviara Resort in California last spring. People from around the world, both on and off-site, witnessed the 72-hole tournament featuring talented LPGA golfers, and South Korean golfer Mirim Lee triumphantly drove off with the orange champion’s vase in this year’s prize car, the Kia Cadenza.


FIFA Confederations Cup



Kia, an official partner of FIFA, supported the FIFA Confederations Cup held in June through July in Russia, where Germany defeated Chile by a score of 1-0 to win the championship.

Prior to kick-off of the opening match, a handover ceremony of 83 Kia vehicles took place. Kia also reintroduced the ‘Kia Champ into the Arena’ where 10 five-a-side teams were selected from national contests held in eight different countries around the world to compete for the ultimate glory of being crowned global champions. Kia hosted the final ‘Champs’ competition in Sochi which was also won by the team from host country Russia, and invited the finalists to attend a semi-final match of the main tournament.




Kia went even further to involve fans and football enthusiasts. Sixteen children from all over the world were selected as Kia Official Match Ball Carriers (Kia OMBCs), granting them the honor of walking onto the pitch to deliver the match ball to the referee for the official kick-off. In addition, 37 winners of the Kia Lucky Drive to Russia were invited to attend the tournament’s opening match in Saint Petersburg.





Maintaining its position as a major UEFA sponsor since 2006, Kia supported the Women’s EURO 2017 last summer where the world saw the Netherland’s Orange become the first host country to win the championship title since Germany accomplished the feat in 2001.


FIFA Interactive World Cup 2017


Kia also continued its active involvement in the world of eSports in partnership with FIFA, serving as one of the main sponsors of the FIFA Interactive World Cup (FIWC) 2017 Grand Final held in London, United Kingdom, last August.

For smooth operation of the event, Kia handed over 8 Kia Sorento vehicles to safely transport FIFA staff, competitors, guests, and media. Thanks to Kia’s support, the event concluded successfully with English gamer Spencer ‘Gorilla’ Ealing taking the title of new world champion.




As the year comes to a close, we look forward to getting everyone excited about next year’s sporting events which Kia will be supporting. Stay tuned as Kia will be a major sponsor of Australian Open 2018 and 2018 FIFA World Cup Russia™. We will never cease creating more enjoyable and convenient opportunities for everyone to enjoy the game!