DAYTONA BEACH, FLORIDA, Nov. 21, 2011 – The LPGA today announced that Kia Motors America (KMA), one of the fastest growing automotive brands in the U.S., is expanding its involvement in women’s professional golf and has been designated the “Official Automotive Partner of the LPGA.” Kia will also serve as the “Official Tournament Vehicle” of eight LPGA tournaments, including last week’s inaugural CME Group Titleholders.
“Kia is experiencing unprecedented growth and our growing roster of high-profile sports marketing initiatives, including our presence with the LPGA, have led to dramatic increases in consumer perception, awareness and consideration for the brand,” said Michael Sprague, vice president of marketing & communications, KMA. “Attendance and TV viewership of the Kia Classic tournament has grown, and with the tour’s talented field of exciting young players sparking more interest in the sport it was an easy decision to expand our relationship and become the LPGA’s ‘Official Automotive Partner.’”
In addition to being the Official Automotive Partner of the LPGA, Kia will also become the title sponsor of the Kia Performance Awards, which will be presented at the 2012 CME Group Titleholders. The Kia Performance Awards will be highlighted throughout the season on Golf Channel’s LPGA telecasts and on LPGA.com. Additionally, there will be a Kia “hole-in-one” vehicle on a select par 3 during rounds at each event where Kia serves in the “Official Tournament Vehicle” role.
“Kia has been a terrific partner with the LPGA’s Kia Classic in Southern California and we are very excited to broaden our relationship across the entire LPGA season through the official automotive partner designation,” said LPGA Chief Marketing Officer Jon Podany. “This is the ideal kind of partnership for us with Kia integrated into so many areas of our business: Golf Channel telecasts, tournaments, LPGA.com and recognizing players with the Kia Performance Awards. Kia is clearly a brand on the rise which mirrors where we are headed at the LPGA.”
The Kia Classic will return to La Costa Resort and Spa – home of the inaugural 2010 event – next season. Kia’s Southern California-based LPGA tournament complements its diverse portfolio of sports marketing activities in the U.S., including its partnership with two-time LPGA winner Michelle Wie, who is the brand’s official golf ambassador.
Topics: Press Release