The National Basketball Association (NBA) has unveiled a multi-year extension of a partnership with automotive manufacturer Kia Motors America.
The relationship began in 2008, but Kia will now be recognised as the official luxury vehicle of the NBA as well as the league’s official automotive partner. Kia will also continue to serve 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.
The deal also includes the Women’s NBA and the NBA D-League development tournament. Additionally, Kia will introduce a new ‘Top Plays’ platform on NBA.com, allowing fans to vote on the most impressive plays of the week.
Kia, which recently announced Cleveland Cavaliers star LeBron James as its K900 luxury vehicle model ambassador, already has partnerships with 14 NBA teams – the Atlanta Hawks, Charlotte Hornets, Chicago Bulls, Cleveland Cavaliers, 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.
“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,” Kia Motors America vice-president of marketing Tim Chaney said. “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.”
The NBA’s executive vice-president of global marketing partnerships, Emilio Collins, added: “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. Building off Kia’s equity in our prestigious end-of-season Kia NBA Performance Awards, we’re excited to continue to grow the platform with a season-long fan engagement program that gives them a voice around some of our most exciting content.”