Kia Expands Partnership With NBA Teams

Anthony Fontanelle
February 20, 2008

Korean automaker Kia Motors is not known for its luxury vehicles although the said automaker is designing sleeker vehicles. But the automaker has teamed up with the NBA, the world's most popular basketball league. Said partnership allowed the Kia to be tagged as the "Official Automotive Partner of the NBA".

Being named as the official vehicle supplier of the NBA seems to be giving the Korean automaker the exposure that it needs. The automaker's partnership with the National Basketball Association is the largest marketing effort of the company in the United States.

Recently, the Korean automaker ramped up their partnership with the league after they have become an "Official Partner" of 16 NBA teams. This move by the automaker is its first collaboration with teams in four major league sports in the country.

According to The Auto Channel, Kia Motors is now an "Official Partner" of the Atlanta Hawks, Boston Celtics, Denver Nuggets, Indiana Pacers, New York Knicks, San Antonio Spurs and Seattle SuperSonics. The automaker is also a "Proud Partner of the Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Orlando Magic, Philadelphia 76ers, Phoenix Suns and Portland Trail Blazers. The Korean contingent is also named the "Official Vehicle" of the Miami Heat.

This announcement came after a very successful NBA All-Star event held in New Orleans. With the said event came the chance for the automaker to ride on the popularity of the league and its teams. This move by the Korean automaker though seems to indicate that the automaker is moving in a direction where they are positioning themselves to be somewhat an icon that will be associated with the NBA.

KMA and Kia Motors Manufacturing Georgia president Byung Mo Ahn said that the automaker is indeed proud with its association with the league. "Kia is proud to be a part of such a distinguished organization that also is a perfect fit for our youthful, energetic brand and our dynamic vehicles," said the CEO.

Byung Mo Ahn pointed out that their partnership with individual teams is geared towards helping them in local markets. "The team partnerships leverage the excitement of the game in local markets and help us elevate our brand awareness in the respective communities," he said.

It is interesting to note though that the automaker is not in any active sponsoring role of Korean baseball players who have made it to the Major League Baseball. It is also worth noting that NBA players are known for their choice of luxury vehicles such as Lexus, Mercedes-Benz, or even Acura with its Monroe shocks.