Top Of The Kia: Korean Automaker Signs NBA Sponsorship Deal

By John Lombardo, Staff Writer, SportsBusiness Journal

Kia President & CEO Len Hunt (l) And NBA Commissioner David Stern

The NBA has inked a three-year deal with Kia, making the Korean company an official auto partner of the league. Financial terms of the deal were not disclosed, but Kia will become the presenting sponsor of the NBA Performance Awards, which include the MVP, Sixth Man of the Year, Defensive Player of the Year and Most Improved Player.  Kia will also be the presenting sponsor of the Eastern and Western Conference Player of the Month awards and will sponsor the NBA's season-opening Tip Off week. Kia is no stranger to the NBA. The automaker has 16 NBA team sponsorship deals in place and is the presenting sponsor of the Kia NBA Shootaround pregame show on ESPN.  Kia joins Toyota as automotive partners of the NBA.  Both deals are not exclusive, allowing the league to carve up the auto category.  "Kia's brand is youthful and diverse, and this is a terrific opportunity to market to their audience," said Mark Tatum, NBA Senior VP/Marketing Partnerships.