UEFA has announced one of its long-standing partners, Kia Motors, has signed a 3-year agreement to become an Official Partner of the UEFA Europa League. The Korean carmaker will sponsor Europe’s secondary club soccer competition for the three-year period covering 2018 to 2021.
As part of the deal, financial terms of which have not been disclosed, Kia will also back the first-ever Uefa Europa League Trophy Tour. This will give fans across the world the chance to see the prestigious trophy and meet some of the legends of the game. As one of a select number of sponsors of the competition, Kia Motors will also gain maximum exposure through the assets they receive, both on and off the field of play, to enable them to reach a global consumer audience.
The UEFA Europa League involves clubs from 55 national associations from across Europe and each season attracts a global cumulative TV audience of 980 million across all programming. As the world’s largest professional club football competition, this partnership will provide Kia Motors with an opportunity to increase their global brand awareness, to build consumer loyalty and to engage with automotive dealers across Europe.
Kia Motors, together with the closely linked Hyundai, considers football sponsorships as a core element of its marketing strategy and also sponsors the FIFA World Cup, the Copa America, the Slovakian and Philippines national teams, FC Girondins de Bordeaux, Toronto FC and Boston United (of the English National League).
Tae Hyun (Thomas) Oh, executive vice president and chief operating officer at Kia Motors Corporation, said: “We are incredibly excited to continue to work with UEFA in sharing the values, commitment and passion for the sport of football. This partnership provides us with an opportunity to increase Kia’s global brand awareness further, while engaging with a huge audience of global football fans. The UEFA Europa League is one of the most competitive global football tournaments and provides the brand with an exciting platform from which to connect with existing Kia customers and prospective buyers around the world.”
Kia becomes the second corporate partner to sign up for the Europa League’s 2018-21 commercial cycle, joining the competition’s existing beer partner Amstel.
Other companies currently backing the competition include FedEx, Enterprise Rent-A-Car, UniCredit and Hankook Tire.