Irvine-based Kia Motors America Inc. will continue as the Official Automotive Partner of the National Basketball Association, and its K900 sedan will take on the role of the league’s official luxury vehicle.
Kia Motors America has been an NBA sponsor since 2008, and has individual sponsorships with 14 teams. The automaker also counts a number of players as endorsers, including LeBron James, who recently signed as a “luxury ambassador” for the K900.
The multi-year extension with the league also makes Kia Motors America the Official Automotive Partner of the Women’s National Basketball Association and the NBA Development League, as well as a title partner of the Tip-Off, Performance Awards and the All-Star MVP Award.
“Like the NBA, Kia is a brand that appeals to a broad segment of the American market and through our expanded partnership as Official Luxury Vehicle of the NBA, we hope to bring the K900 flagship sedan to the forefront,” Tim Chaney, Kia's vice president of marketing, said in a statement.
Kia Motors America is the U.S. marketing and distribution arm of Seoul-based Kia Motors Corp., a subsidiary of Hyundai Kia Automotive Group. Its 765 dealers combined to sell more than 500,000 vehicles last year.