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Australian Open

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Rafa Nadal as Kia’s Global Brand Ambassador

Rafael Nadal Melbourne 2009

Image by Brett Marlow Melbourne Australia via Flickr

Remember the time when Rafa Nadal was the face of Kia a few years back? I know I blogged about that during my stint at my former company. Now for 2011, Rafa Nadal was once again named as Kia’s Brand Ambassador. Nadal was chosen together with Australian Open 2011 Champion Kim Clijsters.

In a statement that was made by the company which I sourced on this site, it seems that the moves of the company of getting stars like Rafa and Kim worked, at least financially. The yearly support of the company for the Australian Open and other events and its choice of ambassadors like Rafa Nadal helped in pushing for the bottomline of the company. According to the Korean automaker, its PR moves generated an estimated income worth $700 million. Now this is something to brag about, no? For its campaign last Australian Open, logos of Kia were flashed on screen and were seen by a billion people from more than 160 countries. It further said that this was an increase of 16 percent from last year. Logos of the company are often seen in nets, fences and bilboards. The nice thing about Kia is that it shows support for tennis. Unlike other companies, Kia has chosen tennis as its main focus sports. As part of its efforts to promote the brand, it handed out a fleet of 101 tournament vehicles, and it said that it has already provided 909 vehicles so far. Some of the vehicles issued include Carnival, Sorento, Sportage and Forte.


Kia And NBA

After teaming up with Rafael Nadal for the Kia advertisement and sponsoring the recently concluded 2008¬†Australian Open at the land down under, Kia has then targeted another sport as a way of strengthening the brand. Kia is now the ‘Official Automotive Partner of the NBA’.

Kia Motors

The brand expanded its sponsorship in NBA to 16 teams and this move by the brand is the brand’s own way to position Kia in the market.

Kia is proud to be part of such a distinguished organization that is also a perfect fit for our youthful, energetic brand and our dynamic vehicles. The team partnership leverage the excitement of the game in local markets and help us elevate our brand awareness in the respective communities, says Byung Mo Ahn, President and CEO of KMA and KMMG.

As mentioned, Kia is also a proud sponsor of the Australian Open and of the Davis Cup.

This move by Kia only goes to show how serious the brand is in capturing a significant portion of the market.  The deal that was signed by Kia Motors America was a one year deal, and Kia is to become the official car of the National Basketball Association. Aside from the the fact that Kia will be visible during the play-offs and the draft, it is expected that Kia will donate vehicles to the charities that are selected by the winners of the Most Valuable Player, Defensive Player of the Year and the Sixth Man awards.