Kia is not usually spoken about like one of sport’s biggest sponsors. But look at where the brand shows up and the portfolio is much bigger than most realise.
Its name is on The Oval in south London, a cricket ground that has hosted matches since 1845. It is inside the Australian Open through Kia Arena, a 5,000 seat court built around one of the longest running partnerships in Grand Slam tennis. It runs through the NBA, WNBA, and G League. And at the 2026 World Cup across the United States, Canada, and Mexico, Kia is calling itself football’s 49th team, built around 104 children from several continents who get to walk onto the pitch before kickoff and deliver the match ball.
Why Sports - Kia's Strategy
It is easy to assume Kia sponsors sport because sport reaches large audiences and the larger the audience the more cars sold. While that is true, the precise reason behind it’s sports strategy is more specific, and understanding it changes how the entire portfolio reads.
This report breaks down how one of the world’s fastest growing car brands is using sport to win the EV race…