Official Automotive Partner of the NBA adds New Luxury
Designation and Expands the Kia Performance Awards Platform
-- NBA All-Star LeBron James will be featured in New Kia
Ad Campaign Launching Today --
The
National Basketball Association (NBA) and Kia
Motors America, Inc. (KMA) today announced a new multiyear extension of their
marketing partnership, which began in 2008.
In addition to continuing to serve as the league’s Official Automotive
Partner, Kia also now is
recognized as the Official Luxury Vehicle of the NBA, following the recent
introduction of the brand’s modern and elegant K900 rear-drive luxury
sedan. Kia will continue as the Official
Automotive Partner of NBA All-Star and the title partner of Kia NBA Tip-Off, the Kia NBA
Performance Awards, and the Kia NBA All-Star MVP award. Kia also will expand
its relationship to serve as an Official Automotive Partner of the Women’s
National Basketball Association (WNBA) and NBA Development League (NBA
D-League).
Earlier
this month, Kia
announced LeBron James as its K900 Luxury Ambassador. To celebrate the start of the NBA season and Kia NBA Tip-Off 2014, Kia also
will debut a new television spot tonight called “Valet” featuring James, who
joins a growing roster of Kia endorsers, which includes Los Angeles Clippers
All-Star forward Blake Griffin.
Additionally,
Kia has partnerships with 14
NBA teams after recently adding the Cleveland Cavaliers to its roster, which
also includes: Atlanta Hawks, Charlotte Hornets, Chicago Bulls, Golden State
Warriors, Los Angeles Clippers, Miami Heat, New York Knicks, Oklahoma City
Thunder, Orlando Magic, Philadelphia 76ers, Phoenix Suns, Portland Trail
Blazers, and San Antonio Spurs.
Kia Motors is prominently
featured throughout this week’s Kia NBA Tip-Off 2014, including integration
across numerous media assets, such as the countdown clock on NBA.com and NBA
TV, courtside signage, and social media and integration in the league’s
extensive “Everybody Up” campaign.
To
further reinforce the brand’s association with top NBA performances, Kia will introduce
a new Top Plays platform on NBA.com.
Each week fans will have the opportunity to vote on top plays, and at
season’s end, the highlight with the most fan votes will be named the Top Play
of the Year. In addition to helping
select the year’s top play, fans will have the opportunity to help dictate the
direction of a highlight-based commercial. Throughout the season, the NBA will
post exciting clips via Twitter and Vine for fan consideration. Plays that receive considerable retweets and
loops, respectively, will be aggregated into an end-of-season television
commercial, scheduled to debut during The Finals.
“As one
of Kia’s longest-running
partnerships, our involvement with the NBA and teams has driven dramatic
increases in consumer awareness, perception and consideration for the brand,
and we are excited to extend our partnership and continue connecting with the
league and its passionate fans,” said Tim Chaney, Vice President of Marketing
Communications, KMA. “Like the NBA, Kia is a brand that
appeals to a broad segment of the American market and through our expanded
partnership as Official Luxury Vehicle of the NBA, we hope to bring the K900
flagship sedan to the forefront and bring confident, independent thinkers to
Kia’s showrooms.”
“Kia is deeply integrated into the
NBA experience year round – from Kia NBA Tip-Off, NBA All-Star, the monthly and
season-ending Performance Awards, and the WNBA – through a variety of unique
content offerings and promotions,” said Emilio Collins, NBA Executive Vice
President, Global Marketing Partnerships.
“Building off of Kia’s equity in our prestigious end-of-season Kia NBA
Performance Awards, we’re excited to continue to grow the platform with a seasonlong
fan engagement program that gives them a voice around some of our most exciting
content.”
Throughout
the partnership, Kia will help the league engage fans across additional
innovative programming, advertisements, and sweepstakes during the NBA season,
including a Holiday Gift promotion on NBA.com that will provide fans the chance
to win a Kia Optima and other exciting NBA prizing.
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