Starting from 24 October, Kia will show a series of adverts featuring three football fans travelling to games in the new Sportage SUV crossover before and after games.
The adverts coincide with the release of the model, which begins from 1 November, although a limited number of special ‘First Edition’ models are already on sale in the UK in both petrol and diesel variants.
Simon Hetherington, Marketing Director, Kia Motors (UK) Limited, said: “We’re passionate about football at Kia and are delighted to sponsor coverage of the oldest and most prolific domestic football competition in the world. Kia has seen tremendous growth in recent years and this partnership is another great way for our brand to reach even more people.”
Kia’s growth includes several new cars launched in recent years, including the popular Kia Soul. The new design language, overseen by design chief Peter Schreyer has been popular with UK buyers and Kia has grown its market share grow to 2.66 per cent in 2010 – its highest ever.
Kia’s sportier focus is evident in the advertising activities. The brand also sponsored the 2010 World Cup in South Africa as well.
Football tie-ins haven’t always gone well for motoring manufacturers and ITV. During England’s first World Cup game, an Hyundai advert infamously was played over the match, leading to many fans missing England’s first goal of the tournament.
The Kia deal will include broadcast sponsorship on ITV1, ITV1 HD, ITV4, online sponsorship at ITV.com and sponsorship across ITV’s interactive and mobile platforms.
Meanwhile, the Kia Sportage is available to order now with full prices and specification announced on 1 November 2010.