Kia continues commitment to inspire sports fans after FIFA World Cup success

MANILA: After the successful end of its brand efforts during the FIFA World Cup 2022, Kia plans to continue its commitment to inspiring global sports fans.

In line with Kia's slogan for this year's World Cup, “Inspiration. It's in all of us,” Kia gathered supporters from different countries, and it will now focus on extending its support to other regions and events.

During the FIFA World Cup 2022, 297 Kia vehicles — including cars and buses — were deployed, ensuring the safe and convenient mobility of players, referees, management, and staff. The fleet of 80 eco-friendly Kia vehicles, which included 30 Kia EV6 GT-Line, 30 Kia Sorento Plug-in Hybrid, and 20 Kia Niro Plug-in Hybrid, helped achieve the goal of staging a sustainable World Cup.

The Kia EV6 GT-Line was the first fully electric Kia vehicle to be used during the FIFA World Cup. Its representation of Kia's global sustainable initiatives in the Middle East, where environmentally friendly automobiles are still less prevalent, was very significant.

The documentary “Road to Inspiration - presented by Kia,” which Kia and FIFA produced to mark the event, is now available on the FIFA+ OTT platform. It features legendary players Mikael Silvestre from France and Nigel de Jong from The Netherlands, along with sports presenter Adam Hunt, exploring Qatar with the Kia EV6 GT-Line.

The Kia EV9 Concept was also on exhibit at Kia's “Ground of Inspiration” booth at the FIFA Fan Festival, drawing interest from thousands of soccer fans. This is the first time that the concept version of Kia’s future flagship EV has been on open display to the public after its launch at the 2021 Los Angeles Auto Show and 2022 Busan Motor Show.

Other iconic Kia models, such as the Kia EV6 GT, the most powerful Kia production vehicle ever with 576hp and the ability to accelerate from 0 to 100kph in 3.5 seconds, joined the EV9 Concept in the Brand Activation Areas inside other World Cup venues.

These were witnessed by millions of fans who watched the tournament, including 250 guests from 39 different countries who were chosen by Kia to get the opportunity to watch a match in person through the “Road to Inspiration” program. Dealers, business partners, current and potential clients, and content creators were among the attendees. 64 young talented footballers from around 17 different countries were also invited to the World Cup for the once-in-a-lifetime opportunity to serve as the Kia Official Match Ball Carriers on the field.

“The success of every element of the FIFA World Cup 2022 — from Kia’s brand activations and the smooth running of the tournament, to the most magical and memorable moments on the pitch — boils down to individuals inspired to come together as a team to achieve a greater goal. It is with this spirit that we now look ahead to the continued impact of our other partnerships in the world of sports, providing a variety of opportunities to experience the present and future of Kia and to join our movement,” Kia Corporation Senior Vice President and Purchase CX Design Subdivision Head Chang Sung Ryu stated.

After successfully completing its series of FIFA World Cup 2022 activities, Kia is now looking to future historic events in sports and locations with similar global appeal. Its inspiring content will be featured at the Australian Open in January 2023.

Photos from Kia Corporation

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