- Sponsorship designed to promote Kia brand in Asia and beyond
(SEOUL) May 12, 2006 -- Kia Motors announced today that it has renewed its sponsorship of the Asian X Games, the world’s leading action sports competition, in a bid to significantly enhance its best image amongst the younger generation across all markets, particularly in the Asia Pacific region. This year’s event will take place in Malaysia. Kia sponsored the event for the first time last year, when the competition made its first appearance in Korea.
With Kia Motors as the presenting sponsor, the Asian X Games 2006 will be held in Kuala Lumpur from May 12-14. The competition, taking place for the eighth since 1998, is to be promoted and organized in Asia by ESPN International and with the cooperation of ESPN STAR Sports.
Jung-Moon Park, Senior Executive Vice President and COO of Kia Motors Corporation, said, “We were delighted with the response last year to our participation in the event, in terms of the boost to brand recognition and the enhanced awareness of our ‘exciting and enabling’ brand values.”
“The Asian X Games is a becoming an increasingly popular event, with attention from audiences both in Asia and beyond. As such, the event, with its emphasis on exciting, adventurous sports, gives us the ideal platform to increase recognition of the Kia brand among younger generations,” said Mr. Park.
Last year, Kia Motors estimated that ongoing media exposure from the Asian X Games was worth around US$11 million to the company through the use of the Kia logo on television broadcasts, billboards and press materials. Kia expects to receive similar publicity value from its sponsorship of the event this year.
Jamie Davis, Managing Director of ESPN STAR Sports said, “Building on the success of the last seven events, this year’s Asian X Games presented by Kia Motors has all the elements of being another great success. The support of the Malaysian Ministry of Youth & Sports, Kia Motors and a host of other partners is evidence of a continued belief in the event and a commitment to seeing it flourish.”
The Asian X Games 2006 will feature the perennial favorite sports of Aggressive In-line Skating, Skateboarding, Sport Climbing, and Moto X. The athletes will be competing for over US$80,000 in prize money and a chance to compete in the prestigious Summer X Games in Los Angeles, California, in August 2006.
For results and more information on the Asian X Games 2006, please visit http://www.asianxgames.com.
Kia Motors Corporation (www.kiamotors.com or www.kia.com) -- one of the fastest growing automakers 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 12 manufacturing and assembly operations in 7 countries produce more than 1.1 million vehicles a year that are sold and serviced through a network of distributors and dealers covering 160 countries. Kia today has over 32,500 employees and annual revenues of almost $16 billion. It is the major sponsor of the Australian Tennis Open and an official worldwide sponsor of the Davis Cup. From 2007 to 2014, Kia will be an official automotive partner of FIFA -- the governing body of the FIFA World 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.