Filed under: Economy, Sedans/Saloons, SUVs, Marketing/Advertising, Crossovers/CUVs, Kia
Kia asks for the rock, buys its way into NBA
Close your eyes for a moment and picture the typical form of transportation for an NBA baller. We're assuming that none of you envisioned a Kia, but that's exactly the association that the Korean automaker wants people to make in the future. To that end, it's paid an undisclosed amount of money to buddy up with the NBA and become its official supplier of cars. This paid honor means that Kia can run promotions at the biggest NBA events of the year like the playoffs and the draft, and in return Kia will give cars to the charity of choice for the players named MVP, defensive player of the year, most improved and best sixth man. While we likely won't see any all-stars rolling in an Optima, Kia's affiliation with the NBA is a big advertising victory, even if the "official car" title cost the company a fortune.
[Source: Automotive News, subs. req'd]
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Reader Comments (Page 1 of 1)
Kowell 9:15AM (1/11/2008)
The idea of a 6.5feet players in Rio hatchbacks is hillarious... :)
Then again, most will probably opt for a Sorento
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Kowell 9:15AM (1/11/2008)
The idea of a 6.5feet players in Rio hatchbacks is hillarious... :)
Then again, most will probably opt for a Sorento
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Christopher H. Kim 9:26AM (1/11/2008)
Their getting ready for their upcoming lineup
Borrego and Soul
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Duncan 9:32AM (1/11/2008)
This cracks me up. If a celebrity endorses cars, you need to believe that they'd actually drive the car. When Tiger first endorsed Buick (pre-Enclave), did anyone think for a second that he really drove a Buick? NBA players in Kias is an even bigger joke. Well I guess a few players might be like Shawn Kemp. To quote Kanye West "won the Super Bowl and drove off in a Hyundai." Anyone can be broke if you pay enough in child support.
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Dave 2:12PM (1/11/2008)
Duncan your rationale is the most wacky stuff I have read today. If celebrities in the NBA endorsed only items they would use then we would see Bentley advertized on the court, a lot of sense that would make. Approximately 0.000017 of NBA viewers can afford a Bentley. This is a great move for Kia to increase its brand awareness. The people who are swayed by a celebrity endorsement probably couldn't afford one thing that the celebrity actually uses, so it makes complete sense for athletes/actors or whoever to plaster their faces on crap they would never use.
Joe K. 9:36AM (1/11/2008)
Does anyone even watch the NBA?
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LMBVette 9:47AM (1/11/2008)
Only when my Miami Heat are playing well. So....the answer is "NO". LOL
MCS05 9:47AM (1/11/2008)
be cool Joe, i watch the pistons all the time.
Leaf 10:22AM (1/11/2008)
Not since about 1998
Joe K. 12:44PM (1/11/2008)
Best line in response to news:
"Well, They both have a reputation for being fixed..."
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blogged to death 1:11PM (1/11/2008)
Well good for them. I constantly evaluate my life aspirations based on NBA players. What they get I strive for. You know the Garden tools and female dogs they refer to as women with a lot of their rap star buddies (another class of role models). Now if the NBA endorse Kia it must be for the good of their audience - it's not like they are so worried about money.
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mark 1:47PM (1/11/2008)
So, when I see a product being advertised on a show or during a sporting event I should assume the actors or athletes have actually used the product? Now that's dumb.
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Adam 1:58PM (1/11/2008)
For the record, I watch every Lakers game.
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Benfolio 5:05PM (1/11/2008)
Not to be a little racist (or just HONEST), but who mostly goes to or watches NBA games?
Okay, and besides poor college kids, who mostly can be seen driving around town in the most affordable car in the US?
Just an observation.
But in retrospect it is a great marketing ploy.
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