Kia Promotes UEFA EURO 2016 with Five-a-Side Tournament, Social Media Campaign
If you haven’t heard of the UEFA EURO 2016 tournament that is currently happening, it’s likely you either live under a rock or in America (though soccer—or football—has grown significantly in popular in this country recently). As Europe’s most important national team soccer championship, this tournament is a huge state, which makes it the perfect platform for Kia’s marketing team.
As the official sponsor of the UEFA EURO event, Kia is looking to give soccer fans around the world the chance to engage with Europe’s best soccer teams and meet famous players. To do so, the South Korean carmaker has started the “Champ into the Arena” amateur five-a-side soccer tournament. It has also launched a new social media campaign, called “Carry your Dream,” which has reached more than 100 million people around the world.
“Throughout the duration of our partnership with UEFA, we’ve held a number of fan competitions to encourage young people of all ages, nationalities, and backgrounds to get involved with the best [soccer] tournament in Europe,” said Yong-Won Cho, Vice President of the Overseas Marketing Group at Kia Motors Corporation. “It’s encouraging to see so many people engage on a deeper level with the sport they love.”
He went on to say, “Both our ‘Carry your Dream’ and ‘Champ into the Arena’ activities allow fans to experience the excitement and passion of the tournament first-hand, and reflect Kia’s values as a maker of fun-to-drive, quality vehicles for the young-at-heart.”
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Along with the five-a-side soccer tournament and social media campaign, Kia is also providing UEFA EURO with a fleet of 447 vehicles to transport national soccer teams, referees, officials, delegates, and VIPs. The brand also launched the “Kia Roadside Assistance Team,’ which provides a range of 24/7 services to all of its official vehicles.