National Basketball Association

Kia expands N.B.A. ties in major marketing drive;Carmaker's ad campaign for start of season widens

Published Oct. 18, 2010 10:12 p.m. ET

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Kia Motors America is taking a larger role this year in its marketing partnership with the U.S. National Basketball Association, starting with a campaign called Kia N.B.A. Tip-Off.

The carmaker, an arm of Kia Motors of South Korea, has upgraded its marketing ties with the N.B.A., becoming a title, or named, partner. Its season-opener campaign includes two television specials on ESPN as well as a 30-second TV commercial, a print ad, online spots, social media and court signs.

Kia will draw attention to its newest car, the Optima, which has elicited praise for its stylish exterior. Its commercial, called ''It's Go Time,'' intersperses highlights from the 2009-10 N.B.A. season with shots of the new sedan, which has been designated the league's official car.

A thrilling championship series last spring, won by the Los Angeles Lakers in seven games, and the off-season drama surrounding LeBron James, who left the Cleveland Cavaliers for the Miami Heat, are helping drive ticket sales for the coming season, according to the N.B.A.

''We are seeing indications at the local level that sales of individual, group and season tickets are up double-digit points,'' said Emilio Collins, the N.B.A.'s senior vice president for global marketing partnerships.

Kia's two-year partnership is aimed at continuing to build brand recognition and sales, said Michael Sprague, vice president for marketing and communications.

The company, which is the N.B.A.'s official auto partner, sold 325,000 cars, including the Sorento crossover sport utility vehicle, registering a 9.8 percent increase in sales in 2009, a gloomy year for most automakers.

''We have customers coming into local dealerships and saying they saw us mentioned while watching basketball,'' Mr. Sprague said.

The N.B.A. tie also exposes Kia's brand to a diverse fan base, he said. About 43 percent of N.B.A. fans are what the league terms multicultural, which includes blacks, Hispanics and Asians, whose percentage has been increasing because of interest in the career of Yao Ming, the Chinese center for the Houston Rockets.

Mr. Yao is one of the group of star players whom Kia is featuring in an hourlong preview Oct. 24 of the 2010-11 season.

Kia will show its new commercial during that special, two days before the season begins Oct. 26.

In addition, the carmaker is taking a bigger role in other activities, including the league's charity, N.B.A. Cares, and its all-star and performance awards.