After successfully dipping its fingers in e-sports, Kia Motors involves itself in a physical sporting event–the most popular in the world, to be precise.
As an official partner of the 2019/20 Union of European Football Associations (UEFA) Europe League season, the South Korean car brand launched a series of marketing activities with the goal of engaging the league’s fans in Europe and the rest of the world.
With its slogan ‘Empowering Fans,’ Kia collaborates with the UEFA Foundation for Children to bring the UEFA Europa League Trophy Tour across the continent to let fans see the iconic trophy in real life as well as meet some of their football idols up close.
With eight stops to make in major European cities, the trophy tour also asks fans to donate unwanted football boots to the organizers. These boots will then be cleaned and given to the children of the Zaatari Refugee Camp in Jordan.
“We are thrilled to help usher in the 2019/20 UEFA Europa League season, and our global and local marketing initiatives will not only empower football fans to take center stage throughout the season, but also enhance the Kia brand itself to create more intimate connections with football fans all around the world,” said Artur Martins, vice president and chief marketing officer of Kia Motors.
Kia will also be running its exclusive youth program, ‘Official Match Ball Carrier,’ alongside the trophy tour. With the program, football lovers from eight to 12 years old will be given the chance to join pre-match ceremonies before each of the 205 scheduled matches for this season.
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