Kia Automobile France, a dealer in '98 World Cup host France, is pushing ahead
with a sports marketing strategy it expects to elevated awareness of Kia throughout
Since 1997, Kia Automobile France has been a sponsor of the R.C. Lens football
club, champions of the _____ League during the '97-'98 season. The Kia logo was
displayed on the Lens' player uniforms, generating a huge PR windfall for the
company. Kia billboards where also installed at the club's home field. Given the
current popularity of football in France, the strategy is already playing a big role
in enhancing Kia's image in that country.