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Hangin' With ... Kia Motors France General Dir Marc Hedrich

Kia Motors France named MARC HEDRICH its general director in ’15. Since his appointment, the company has continued its commitment to sponsoring sports in the country and throughout the world. It was a major sponsor of Euro 2016 in France, and as the official automotive partner of FIFA will sponsor the next two World Cups. Although the company dropped its long-term sponsorship of Ligue 1 side Girondins de Bordeaux last season, it is still pursuing sponsorship opportunities outside of football. Hedrich answered questions about Kia’s goals and sponsorship plans for the future.

On why Kia did not renew with Bordeaux ...
Marc Hedrich: I think that we reached the end, Kia had been a club partner for 10 years. I don't believe in "one-shot" partnerships, they should be done in the long term. In this case, I think that everyone had benefited nicely from the partnership. Today, we are a known brand, we are 15th on the French market. I think that it was time to reorganize our investments in sports.

On Kia's future sponsorship strategy in France ...
Hedrich: I am very open. Kia is a manufacturer that wants to be generally modern -- very design-oriented. I am looking for more of a mainstream sport, rather than a niche sport. There is football, but also handball, basketball and tennis -- the five big sports we all know. We are currently in a reflection phase.

On why Kia uses sport as a marketing medium ...
Hedrich: Since we are a young brand, we lack notoriety. Either one spends billions on marketing -- but we don't have the means -- or one finds vectors of communication. Sport is the perfect vector to convey emotion and to promote a brand that was not known just a few years ago. Kia has built a strategy in sports. In no order, we are a partner with RAFAEL NADAL on a global level through 2020. The Hyundai-Kia group is also a partner of FIFA for the World Cup through 2022, as well as with UEFA and the Euro. Kia's sponsoring strategy is a pyramid, with international at the top, and national and local down at the bottom. In Australia, Kia is an Australian Open partner. ... Kia America is a partner of the NBA. Locally, my dealer in Nancy is a basketball sponsor, the one in Lyon sponsors (Pro A side) Asvel, and the dealer in Cannes Grasse is investing in rugby. 

On the role of sponsors with sports clubs ...
Hedrich: Sponsors can only be there as a financial aspect. On one hand, the independence of these organizations must be respected fully, but as soon as we talk about contracts that represent hundreds of millions in investment over decades, it's logical that sponsors will have their say. It's common sense. However, I believe that no sponsor wants to run FIFA or the French football championship. We are sold a dream when we sponsor an event. We want that dream to stay current and that the message is not blurred by negativity. 

Hangin' With runs each Friday in SBD Global.

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