Kia turns to Dugout for Europa League activation assistance
Kia Motors, the Korean car manufacturer, has teamed up with Dugout, the digital media platform backed by top European soccer clubs, and Right Formula, the sports sponsorship marketing agency, to activate its sponsorship of the Uefa Europa League, the continent's secondary clubs competition.
Kia is in the first season of a three-year deal to sponsor the Europa League, for which it is organising the first-ever Europa League Trophy Tour, taking the cup to cities around the world.
Activations and content for Kia will be created to drive the sponsorship and build a greater affinity with soccer fans on a global level to further increase awareness of the Kia brand.
Content will appear on the Kia Home of Football on the Dugout platform, and used across Kia’s global markets.
Kia said that Dugout’s "unique position in the world of football" - it has access to the top clubs and players - will give it "a presence in the sport in a way that has never been seen before," while Right Formula "brings more than a decade’s experience and expertise in sponsorship strategy and activation for global brands across multiple sports."
Right Formula is managing the operation of the Europa League Trophy Tour from Geneva to Baku, the location for this year's final, with stops in Seville, Berlin, London, Milan, Moscow and Paris. Content will be created and amplified by Dugout across the range of Kia and Uefa owned social media channels.
Throughout the duration of the tour, fans and players will be encouraged to donate used and unwanted boots, which, in partnership with the Uefa Foundation for children, will be taken to the Zaatari refugee camp in Jordan to be given to Syrian refugees of all ages.
Michael Choo, general manager of brand promotion at Kia, said: “As Kia’s premier sponsorship property for the European region, the Uefa Europa League is the perfect platform to create closer engagement with football fans across Europe and beyond, and we believe that authenticity lies at the core of any successful brand interaction with such passionate audiences.
"Dugout and Right Formula possess unrivaled sports marketing expertise and strategic tie-ups with professional football clubs throughout Europe, as well as an infectious love for the game of football... We look forward to working hand-in-hand with Dugout and Right Formula as we continue to surprise and empower football fans around the world.”
Kia is one of five official Europa League partners for the 2018-19 to 2020-21 cycle, alongside Dutch beer brewer Heineken (using its Amstel brand), FedEx, the international logistics company, Hankook, the Korean tyre manufacturer, and Enterprise Rent-A-Car, the USA-based car rental company.
Molten, the Japanese ball manufacturer, is the official Europa League match ball supplier from 2018-19, having replaced Adidas.