Copa America is an international football competition contested by the men's national teams of the members of CONMEBOL (the South American Football Confederation) and has the longest history in the world of football competitions. This historical South American tournament has been held since 1916, and the 43rd edition of the competition will take place from 1 July to 24 July this year in Argentina. Since 1993, in addition with 10 South American national football teams of CONMEBOL, another 2 national teams outside CONMEBOL have always participated in the tournament as invitees. This year, as invitees, Mexico and Costa Rica have a chance to experience the fever of Copa America 2011 together with Argentina, Bolivia, Brazil, Chile, Columbia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela.
Kia Motors Corporation has become a Global Gold sponsor of Copa America 2011 which is the world’s oldest and South America’s biggest football championship after a signing ceremony to announce the beginning of partnership. With this agreement, Kia Motors Corporation becomes an official partner earning the right to sponsor the Copa America 2011 event.
During Copa America 2011, Kia supplies official vehicles from its wide-ranging model line-up to the local organizing committee and seeks to boost its brand image by illuminating its sponsorship presence through diverse marketing activities including pitch A-board advertisements, and TV commercials airing during the game broadcasts. Besides brand exposures, in its first year of sponsoring Copa America, Kia Motors Corporation grabs this moment by preparing global marketing programs such as “Kia Lucky Drive to Copa America” and “Kia Champ into the Arena” which are waiting for Kia customers and football fans from all over the world.
Kia Motors Corporation views the active participation in football sponsorship marketing as an integral part of its ‘glocalization’ strategy to globally enhance and locally customize its brand image. After a series of successes with global sponsorship involvements in UEFA EURO 2008TM and 2010 FIFA World CupTM, as well as local partnerships with outstanding football teams like FC Bordeaux of France and Slovakia national football team, Kia Motors Corporation has strategically decided to broaden its local partnership to South America, a promising automobile market with annual new car demand of over 6 million vehicles.
The Copa America 2011 sponsorship is considered an effective marketing strategy to attract customers in South America who are extremely passionate for football. With this excellent communication tool, Kia Motors Corporation will be one step closer to them.
“Kia Lucky Drive to Copa America” is a customer oriented global marketing program for Copa America 2011 to support distributors’ local promotions using the theme of football. Kia distributors executed promotions such as customer test drives in their local markets and selected lucky customers to have a ‘once-in-a-life time’ opportunity to attend the Copa America football tournament in Mendoza, Argentina.
Those customers who participate in the local promotions planned by distributors are entitled to enter into the “Kia Lucky Drive to Copa America” draw. The winning lucky customers are able to bring one companion to Argentina during the Copa America 2011. A total of 10 lucky customers and their companions are invited.
The invitation program to Mendoza, one of the host cities for Copa America 2011, will be run by Kia Motors Corporation. The official invitation program will include two tickets (the winner and one companion) for a semi-final match and a sightseeing tour of beautiful Mendoza, Argentina.
“Kia Champ into the Arena” is an annual worldwide 5-a-side men's amateur football tournament sanctioned by worldwide Kia distributors and Kia global headquarters. Kia Champ into the Arena consists of local rounds operated by each participating country and the World Final which operated by Kia headquarters. Kia customers and football fans can participate in the local rounds through each participating Kia distributor by visiting their dealership or local Kia website.
Last year, the World Final of Kia Champ into the Arena was held in South Africa linked with the 2010 FIFA World Cup™. 14 teams from 13 countries were invited to South Africa and it became the most effective and successful global marketing program related to Kia’s various football sponsorships.
This year, the Kia Champ in to the Arena World Final is held in Argentina linked with Copa America 2011. 11 countries, not only from Latin America but also from all over the world, are participating. Every winning team from each local round are invited to Argentina for a once in a lifetime experience. They will play the World Final tournament and also attend the final match of Copa America 2011.