Kia Takes Over the NBA

South Korean manufacturer Kia likes basketball. So much so, that it managed to snatch a signature from the National Basketball Association (NBA) which will see the carmaker assume roles like Official Automotive Partner of the NBA, of NBA All-Star, of NBA Cares and title partner of the Kia NBA All-Star MVP award. Even more, the carmaker become the title partner of Kia NBA Tip-Off and the Kia NBA Performance Awards.

Aside for the obvious marketing advantages Kia is getting from the deal, the manufacturer will really have to work to earn its place. Kia will get involved with all NBA-related activities, develop programming, advertisements and sweepstakes and, for instance, donate a brand-new vehicle to charity on behalf of the four season-end award winners.

"As part of our expanded partnership, Kia will be deepening its commitment to the NBA and providing incredible opportunities to bring our fans closer to the game throughout the season," said NBA Executive Vice President of Global Marketing Partnerships Mark Tatum.

"In addition to the strong presence that Kia has established on the court with the Kia NBA Performance Awards, the company will help make a huge difference in the lives of many people in the community by becoming a partner of our NBA Cares initiative."

The first car Kia set out to promote to the NBA fans is the new Optima, the car which was launched in the US last month. And what better way to promote the Optima then by designating it as the official car of the NBA?