Kia, Hyundai ramp up sports marketing in US

South Korea’s No. 2 carmaker Kia Motors Corp. and its larger affiliate Hyundai Motor Co. have been ramping up efforts to boost their brand recognition in the United States by sporing major golf tournaments, industry sources said Tuesday.

The American unit of Kia Motors will sponsor the eighth annual Kia Classic LPGA tournament to be held at Park Hyatt Aviara Golf Club in California from March 20-26, which will bring together the top 100 players in terms of 2016 LPGA prize money rankings, including world No. 1 Lydia Ko.

This file photo shows Lydia Ko posing after winning the 2016 Kia Classic LPGA tournament. (Kia Motors Corp.)

Kia will provide vehicles to be used by participating golfers, hold an exhibition of its cars and host a variety of events to promote its brand.

The upcoming tournament’s prize money totals $1.8 million with Kia offering the winner its latest Cadenza full-size sedan.

n the sidelines of the tournament, Kia will hold a golf clinic for young players and an autograph session by participating golfers.

Kia plans to donate part of the proceeds from ticket sales to a US nonprofit organization dedicated to helping retired soldiers find jobs and assimilate into society. The carmaker will also give away free tickets to families of active US service members.

“Based on a successful LPGA partnership, Kia has been engaging in efforts to burnish its image through golf,” a Kia official said.

“Kia is very pleased to contribute to the community where its US unit is based, through the sponsorship.”

Meanwhile, Hyundai also sponsored two golf tournaments at home and abroad — the KPGA tour Genesis Championship and the Genesis Open in Los Angeles — in February in an effort to promote its luxury brand Genesis. (Yonhap)

Source: The Korea Herald > Business > Industry

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