Kia Motors the category sponsor of the NBA activated its presenting sponsorship of NBA Tip-Off Week Oct. 28-Nov. 3 with several activities in New York City.
The Kia Motors NBA Tip-Off Celebration in partnership with the New York Knicks took place on Oct. 28. The fan festival included performance challenges on a full-sized Kia-branded basketball court throughout the day an 8-foot by 12-foot video wall live ESPN radio broadcasts and appearances by Scottie Pippen Kareem Abdul-Jabbar and Spike Lee. NBA Commissioner David Stern and Kia vp-marketing Michael Sprague participated in a ceremonial tip-off.
Outside of Union Square brand ambassadors in specially wrapped Borregos Kia’s new mid-sized SUV traveled the city streets giving out premiums and driving people back to the event.
Kia in January announced the multi-year marketing partnership with the pro basketball organization. Besides Tip-Off Week Kia throughout the season will present on-court performance awards and is co-presenting sponsor of NBA Nation a mobile customized 18-wheeler that transforms into a 30 000 square-foot fan-focused basketball playground as part of that agreement.
“The NBA brand personality and our brand personality line up really nicely ” Kathryn Cima manager of sports and events at Kia told Buzz. “They’re exciting they’re youthful. It exposes us to that fan base in an engaging way where they live and enjoy life and are more receptive to our messaging. We want them to have fun and connect with them at their passion points.” Agencies: Action Marketing Group Boulder CO; Vivid Marketing Atlanta.