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Kia Continues as Official Sponsor of Telemundo’s “El Maestro” Webseries

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2016 Kia Soul Red Zone Special Edition

Kia has renewed its partnership with “El Maestro,” during which Luis Enrique will ride in a Kia Soul and a Kia Optima

It’s no secret that Kia wants to be seen as a global brand, something its “Soul Jam” commercial exemplifies. Now, Kia is looking to continue its global campaign by renewing its position as the official sponsor of Telemundo’s “El Maestro” web series.

This series is now entering its second season and is hosted by Latin Grammy winner Luis Enrique. Throughout the series, Enrique mentors three up-and-coming artists, allowing these artists to better understand how they can be successful in the music industry. Each episode follows the artists’ journeys as they come into their own, through practice sessions and musical performances. There will even be inspiration rides in two of Kia’s top models—the 2016 Kia Soul and 2016 Kia Optima.

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“After experiencing strong online engagement with Hispanics during last year’s first season of ‘El Maestro,’ it was a natural fit to continue our partnership with Telemundo as part of our efforts to raise consumer awareness and perception in this important community,” said Tim Chaney, vice president of marketing communications for Kia Motors America. “Our lineup of world-class vehicles is attracting more Hispanic shoppers to Kia showrooms than ever before, and this one-of-a-kind partnership with Telemundo is part of our comprehensive strategy to further that momentum.”

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Kia’s sponsorship of “El Maestro” means that each episode will integrate the Soul and Optima. There will also be a Kia-branded custom landing page for “El Maestro” on, along with weekly social posts highlighting the Kia brand on Facebook, Twitter, and Instagram.