- Sponsorship exposure expected to bolster Kia’s new brand identity
(SEOUL) April 7, 2005 -- Riding the momentum of its rising global brand appeal, Kia Motors has announced that it will be the dynamic new sponsor of the Asian X Games 2005. The world’s signature action sports competition will make its Korean debut, as the City of Seoul will host Asian X Games 2005 from May 26 ? 29. The event marks the seventh X Games competition to be held in Asia since 1998.
Presenting sponsor Kia and host city Seoul are set to add new chemistry to an already potent mix of energy and action. The competition course will once again feature the perennial favorites of Aggressive In-line Skating, Skateboarding, Bicycle Stunt, Sport Climbing, Wakeboarding and MotoX. The athletes will be competing for over USD110,000 in prize money and bragging rights as top dog in all of Asia.
“We’re honored that the City of Seoul and Kia Motors have chosen to join with us to bring the X Games to Korea,” said Harvey Davis, Director of International X Games. “Their involvement lends prestige to the event and is a testimony to the worldwide popularity of the X Games.”
The event is set to ignite the streets of Seoul with talk of world renowned athletes. Action will take place both inside and near the Jamsil Indoor Stadium.
More than 200 hours of TV, across both cable and terrestrial platforms, will be generated from the event with footage reaching over 160 million homes worldwide via ESPN and its affiliates.
According to Kia Motors’ Senior Executive Vice President and COO Yong-Hwan Kim, “On the heels of the announcement of our new global brand slogan -- The Power to Surprise -- this latest agreement to become the presenting sponsor of the Asian X Games 2005 is a perfect complement to our ‘exciting and enabling’ brand ambitions. Since our cars are increasingly designed specifically for the young-at-heart, the X Games represent an ideal platform for furthering the recognition level of the Kia nameplate among our core customer base.”
Kia Motors Corporation (www.kiamotors.com) -- the fastest growing automaker in the world -- was founded in 1944 and is Korea’s oldest manufacturer of motor vehicles. As part of the Hyundai-Kia Automotive Group, Kia aims to become one of the world’s premier automotive brands. Kia’s 16 manufacturing and assembly operations in 13 countries produce more than 1.1 million vehicles a year that are sold and serviced through a network of distributors and dealers covering 155 countries. Kia today has 30,000 employees and annual revenues of $14 billion. It is the major sponsor of the Australian Tennis Open and an official worldwide sponsor of the Davis Cup. Kia Motors Corporation’s brand slogan -- “The Power to Surprise” -- represents the company’s global commitment to surpassing customer expectations through continuous automotive innovation.