Kia Motors Corp. in Korea, pleased by its sponsoring of the Asian X-Games 2005 in Seoul, announced it would sponsor more extreme sports events.
The Korean automaker was the main sponsor of the four-day competition, which was Kia's first marketing initiative in extreme sports.
Why?
Kia note, "Flashing adventurous spirit of the new-generation, extreme sport is just right for our brand image of exciting & enabling,"
"We plan to diffuse Kia's brand to young people all over the world via promotions of in-line skating and extreme sports."
Kia Motors inserted its logo in the X-Games logo, public relations materials, billboards and TV broadcasts, expecting a media exposure worth $14 million.
The 2005 Asian X-Games attracted 200 competitors as well as media from around the world to the venue, Seoul's Olympic Stadium in Jamshil.
Extreme sports, popular among under-25-year-old competitors for its daring acrobatic competition, were formerly used as a tool for marketing by Toyota Motors Corp. and General Motors Corp.
Tennis is another sport Kia supports. It sponsors the Australian Tennis Open and Davis Cup among the world's four grand slams
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