Kia will deepen its reliance on live sport to reach big audiences and sell more cars, becoming the first vehicle brand since Holden to sign a multimillion-dollar deal withAfter a record year for the South Korean car brand, which has leapfrogged Mitsubishi, Hyundai and Ford to become the third most-sold make in 2022 so far, Australian boss Damien Meredith has signed a three-year deal for about $10 million primarily to sponsor Thursday night games.
Over the past seven years, Kia has increased its market share from 2.9 to 7.3 per cent, Mr Meredith noted, and has launched two electric models, the Niro and the EV6. It has sold 72,700 cars so far this year, only behind Mazda’s 87,218 and Toyota’s 214,776.“And the electrification of the market is not going away. It’s going to occur and we can play a pretty big role in that change,” Mr Meredith said. “Australians are very savvy. You can’t charge more than what people want.
NRL CEO Andrew Abdo said the deal, which can be extended to five years, includes promotion of the brand during live NRL and NRLW games and the State of Origin series. “The 2022 NRL premiership season was the most watched on record with a cumulative audience of 132 million, up 5 per cent on 2021,” he said.
“Holden did a magnificent job for a long time, it’s a shame it has disappeared,” Mr Meredith said. “We hope we can do a really great job with the partnership and bring an added sense of strength to the brand and increase our sales.”Mr Abdo said the code had been looking for the “best possible” corporate partner in each industry category, and was eyeing a major supermarket and health insurance brand next. “We’ve brought on a bank, with Westpac, so financial services.
Car Car Latest News, Car Car Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Source: FinancialReview - 🏆 2. / 90 Read more »