Kia Launches Global Brand Campaign for 2022 FIFA World Cup

[Asia Economy, reporter Yoo Hyunseok] On October 26, Kia announced that it will launch a global brand campaign to deliver new inspiration to football fans around the world in celebration of the ‘2022 FIFA World Cup™’ (hereinafter referred to as the 2022 World Cup), and will support the tournament’s operations by providing official vehicles.

The global brand campaign will run for approximately two months, until December 18, when the 2022 World Cup concludes. Kia released its World Cup-related brand video on October 24. The video can be viewed on the campaign’s official website as well as Kia’s global social media channels, including Instagram and YouTube.

Kia is also launching the customer participation campaign ‘#KiaInspireTogether’. In this campaign, football fans from Korea and abroad can upload videos supporting their national teams during the tournament to their personal social media accounts. Outstanding submissions will be featured on Kia’s official social media or displayed on stadium screens during World Cup matches.

In addition, Kia will operate a program to select children to participate as ‘Official Match Ball Carriers’, who will accompany the players and deliver the official match ball to the referee before each game, and send them to the World Cup.

This program is conducted under Kia’s exclusive rights as an official sponsor of FIFA and is the first of its kind among Korean companies. As part of the program, Kia will run the ‘Match Ball Dream’ campaign in Korea, which introduces the selection process and activities of young Korean football prospects who will serve as Official Match Ball Carriers at the World Cup.

Recently, Kia selected 15 top prospects from national football tournaments across Korea. Through systematic training and team matches, five Korean children were chosen as Official Match Ball Carriers. The entire process, from training to selection, was overseen by former national team coach Cha Bumkun, along with former national team players Lee Youngpyo, Cho Wonhee, and Kim Byungji, who served as coaches.

The stories of the selected children, focusing on their talents and dreams, will be produced as content and released in a total of nine episodes. The first episode will be available on this day through Naver Sports Channel, Kia’s ‘Kia TV’, and the ‘Shoot for Love’ YouTube channel, with subsequent episodes released sequentially.

Additionally, Kia will collaborate with FIFA’s online video service (OTT) platform ‘FIFA+’ to produce a talk show featuring famous football stars riding in the EV6 GT-Line and discussing the World Cup.

Furthermore, during the tournament, Kia will provide a total of 367 official vehicles-including 297 passenger cars and 70 buses-to offer the highest level of convenience to national team players, VIPs, and tournament officials from various countries.

Notably, for the first time in World Cup sponsorship history, Kia will supply a total of 80 eco-friendly vehicles as official tournament vehicles, including 30 units of the EV6 GT-Line, 30 units of the Sorento Plug-in Hybrid, and 20 units of the Niro Plug-in Hybrid.

Ryu Changseung, Executive Vice President and Head of Kia’s Customer Experience Division, stated, “Kia sees the World Cup as more than just a sporting event-it is a massive cultural movement. We hope that football fans around the world will rediscover their own limitless potential and dreams through the World Cup.”

This content was produced with the assistance of AI translation services.