Using sports marketing to engage with consumers
A Kia Motors case study

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Page 6: Conclusion

17_08_10_kia_venga_3_4_f_4rIt is very difficult for a large brand, no matter how good the products are, to enter a mature market in which existing brands are popular. This is a major challenge for Kia in the UK car market. Kia has created a variety of partnerships through different forms of sponsorship. These sponsorship deals help Kia raise its brand profile and create positive associations with key sporting events and athletes. Associating the brand with high profile sporting events demonstrates the fresh, fun and dynamic qualities of the brand. Kia has entered into a series of long term investments that will allow it to engage with consumers for the duration of the sponsorship deals.

Kia Motors | Using sports marketing to engage with consumers