A handover ceremony of 410 Kia vehicles to organisers of the 2014 FIFA World Cup has successfully taken place at Arena de Sao Paulo, Brazil.
The fleet of new Kia cars will be put to use providing smooth and efficient transport for teams, officials, delegates and official VIP visitors during this year’s football World Cup.
Kia has been the Official Automotive Partner for the World Cup organisers, FIFA, since 2007. It has delivered a wide-range of its current models on sale over to Brazil, where this summer’s World Cup is hosted.
Kia delivering over 400 cars for use in the World Cup
Among the different models in Kia’s 410-strong fleet for the World Cup is the Sportage crossover and the Sorento SUV. Also included in the fleet is the new-generation Kia Soul, which launched to the UK market back in April and is currently priced from £12,600.
Prior today’s handover, Kia provided as many as 93 vehicles for pre-tournament preparations, such as the 2014 FIFA World Cup Official Draw event for example.
As well as now providing a fleet of vehicles to World Cup personnel, a ‘Kia Roadside Assistance Team’ will be available 24-hours a day throughout the 2014 World Cup. This team will provide various emergency services to better protect he drivers and passengers of official vehicles.
Football marketing an integral part of the Kia vision
The Vice President of Overseas Marketing for Kia, Soon-Nam Lee, said: “This year’s World Cup marks Kia’s [second] consecutive participation as a sponsor of the world’s most popular global football competition,
“We are truly delighted to continue our active involvement in the tournament, as we believe football marketing is an integral part of our vision to elevate Kia’s global brand awareness to the next level and to ultimately become a formidable player on the global automotive stage.”
The secretary general for FIFA, Jerome Valcke, commented: “A flawless transport operation is critical to the success of the FIFA World Cup. We are delighted to have the support of our partner Kia Motors, whose provision of the fleet of vehicles ensures that all event participants and crucially the teams travel in style and comfort”.
In the build-up to this year’s World Cup, which begins on 12th June 2014, Kia has been running several marketing programmes to get football fans closely involved. For example, the “Kia Mascot Friends” programme selects 42 children from 25 countries to participate in actual World Cup matches. Those chosen by the programme will accompany the official World Cup mascot, Fuleco the Armadillo, onto the pitch during the matches’ half time intervals.