UEFA named Kia Motors an official partner of the Europa League for the next three years, according to Taruka Srivastav of THE DRUM. As part of the partnership, Kia will introduce a series of new programs and initiatives like its "official match ball carrier" youth program to increase the awareness of its brand and engage with fans worldwide. The car brand will also operate on- and off-line ticket promotions for local football fans in each country. Kia will collaborate with UEFA in carrying out the first Europa League "Trophy Tour." Kia will also support UEFA's online game, UEL Daily Fantasy (THE DRUM, 9/25). AM ONLINE's Elizabeth Howlett reported Kia will supply a fleet of 90 vehicles for the '19, '20 and '21 finals, which will be used to transport referees, officials, delegates and VIPs, and will support the operation of each tournament final. Kia's "Official Match Ball Carrier" youth program allows young European football fans, aged 8-12, to participate in the pre-match ceremony for each of the 205 matches (AM ONLINE, 9/24).
