KIA MOTORS' SPORTS MARKETING THRU MANNY PACQUIAO
By Maloney L. Samaco
PhilBoxing.com
Wed, 09 Jul 2014
Considered as South Korea's oldest car company, Kia was founded on June 9, 1944 and it began as a manufacturer of steel tubing and bicycle parts by hand. Starting 1957, the company built motorcycles, then trucks in 1962 and cars in 1974.
Kia Motors, like any large industrial company, reached its promotional objectives by using extensive sports marketing such as sponsorship. This involves paying to be associated with another organization, event or even television program. Sports marketing allows Kia to reach a large audience and enables the company to increase its share of the automobile market.
With the backing of Columbian Autocar Corporation, the exclusive distributor of the Korean car maker in the Philippines, Kia Kamao will join the Philippine Basketball Association next season starting October as an expansion franchise.
On June 9, 2014, the team held a press conference, announcing that Manny Pacquiao will coach their team and will join the PBA draft in August to be selected as player-coach, a feat only achieved by legends Robert Jaworski and Ramon Fernandez. Pacquiao acted as playing coach in his team MP GenSan Warriors in the Liga Pilipinas.
Much has been written and spoken of the world's only eight-division boxing champion, most of them criticizing the move to coach and play professional basketball and actively fighting the best boxers in his category while acting as representative of Sarangani.
The more Pacquiao's name is mentioned in the media and the internet as Kia playing coach, the more media mileage his team would get. As in any PBA team, the purpose of Kia Motors in joining the pro league is marketing exposure.
In the past, the company has sponsored various sporting teams and personalities such as the Philippine Azkals, while Kia has been a global sponsor of major events including the 2014 World Cup in Brazil and the NBA All-Star Game.
Kia Motors also sponsored the following sports events: Liga ACB, National Basketball Association (NBA), Women's National Basketball Association (WNBA), Archery World Cup, Australian Open (tennis tournament), Copa Kia do Brasil (football tournament), FIBA Asia Championship, FIFA World Cup, Kia Classic (LPGA), UEFA European Championship Games, X Games and X Games Asia.
The car company sponsored the following teams: Essendon Football Club (Australian Football League), FC Girondins de Bordeaux (French association football team), Global F.C. (Philippines association football team), Kia Tigers, Philippines national football team, Qormi FC (Maltese association football team), Spartak Moscow (Russian association football team), Slovakia national football team, South Korea national speed skating team, Surrey County Cricket Club, Toronto Football Club (MLS), and Vit?ria Futebol Clube (Portugal association football team).
Among the athletes Kia sponsored are Ryan Ford (MMA fighter), Fernando Gonz?lez (Chilean tennis player ? 2004 & 2008 Olympic medalist), Badr Hari (Moroccan kickboxer), Lee Sang-hwa (Speed skater), Yulia Lipnitskaya (Russian figure skater), Aliy Mustafina and Viktoria Komova (both Russian artistic gymnasts), Rafael Nadal (Global brand ambassador), Adelina Sotnikova (Russian figure skater), and Michelle Wie (Official golf ambassador & spokesperson).
Photo by KC Cruz/GMA News. Kia Kamao head coach Manny Pacquiao with PBA Commissioner Chito Salud.
Click here to view a list of other articles written by Maloney L. Samaco.
Recent PhilBoxing.com In-House articles:
Filipino FIDE Master Mario Mangubat is the new FIDE World Senior 65 over category Rapid Champion
Sun, 24 Nov 2024Thunderdome 48 - Jude Grant vs Fano Kori
Sun, 24 Nov 2024World Boxing backs plan to create a new Confederation in Asia
Sun, 24 Nov 2024The message is clear – Asian Boxing Confederation remains united with the IBA
Sun, 24 Nov 2024OSCAR DE LA HOYA FOUNDATION HOSTS 25TH ANNUAL TURKEY GIVEAWAY FOR EAST LOS ANGELES COMMUNITY
Sun, 24 Nov 2024Life vs. Death: The Ultimate Ringside Showdown Immortalized in Pierce Egan’s Boxiana
By Emmanuel Rivera, RRT, Sat, 23 Nov 2024SPORTS SHORTS 284: TEAM MARK MAGSAYO CONFIRMS RETURN TO THE RING ON DECEMBER 14
By Maloney L. Samaco, Sat, 23 Nov 2024RJP Boxing promotes in Bucana on Dec. 17
By Lito delos Reyes, Sat, 23 Nov 2024Good Prospects at Minimumweight, Light Fly, Super Bantam and Super Feather in 2025
By Teodoro Medina Reynoso, Sat, 23 Nov 2024Filipino International Master Chito Danilo Garma is the new World Senior Blitz champion; Filipino FIDE Master Mario Mangubat takes the bronze medal
By Marlon Bernardino, Sat, 23 Nov 2024KAMBOSOS JR SIGNS CO-PROMOTIONAL DEAL WITH MATCHROOM
Sat, 23 Nov 2024INTERNATIONAL BOXING HALL OF FAME TO ANNOUNCE CLASS OF 2025 ON THURSDAY, DECEMBER 5th
Sat, 23 Nov 2024Ring Master promotes in Calinan on Dec. 21
By Lito delos Reyes, Fri, 22 Nov 2024NP Bansalan boxing team in Matalam
By Lito delos Reyes, Fri, 22 Nov 2024New York, Minnesota Biggest Trade Gainers; Los Angeles Has the Rookie Draft Steal
By Teodoro Medina Reynoso, Fri, 22 Nov 2024