Kia Announces Bag Deal With Wie, Title Deal For LPGA S.D. Event

By Jon Show, Staff Writer, SportsBusiness Journal

Kia's Logo Will Appear On Wie's Bag Under New Endorsement Deal

Kia Motors America has signed a pair of new sponsorships in women's pro golf as it continues to grow its sports marketing portfolio. The Korean car manufacturer has a new deal with 20-year-old Korean-American Michelle Wie to serve as a brand spokesperson. The company’s logo will appear on her golf bag, replacing the spot previously occupied by Sony, which opted not to renew its three-year-old deal at the end of last year. This is the first new endorsement deal that Wie has signed since turning professional, when she signed with Nike, Sony and Omega watches near the end of '05. It is also the first deal signed for her by IMG, which she joined last March after more than three years at William Morris Agency. The endorsements with Nike and Omega are still intact. Meanwhile, the carmaker also has signed a new deal to title sponsor the inaugural LPGA event near San Diego. The Kia Classic Presented by J Golf will be held March 22-28 at La Costa Resort & Spa Golf Course. Terms were not available on either deal, but industry observers estimated the combined spending in the low-to-mid seven figures. The announcements comes three days after the growing car company ran its first Super Bowl ad. Kia became the official car of the NBA in '08.