European soccer’s governing body Uefa has announced Kia Motors as an official partner of the Uefa Europa League.
The Korean carmaker will sponsor Europe’s secondary club soccer competition for the three-year period covering 2018 to 2021.
As part of the deal, financial terms of which have not been disclosed, Kia will also back the first-ever Uefa Europa League Trophy Tour.
Kia has been a Uefa partner for several years, sponsoring the organisation’s flagship Euro tournaments in 2012 and 2016, among other events.
“We have a strong relationship already with Kia Motors and look forward to further enhancing this partnership within the Uefa Europa League,” said Guy-Laurent Epstein, the marketing director at Uefa Events SA.
“We will work together to build fan engagement across Europe and beyond and we are thrilled to create the first global Trophy Tour, allowing fans around the world to meet legends of the competition and see the trophy in their own country.”
Kia becomes the second corporate partner to sign up for the Europa League’s 2018-21 commercial cycle, joining the competition’s existing beer partner Amstel.
Other companies currently backing the competition include FedEx, Enterprise Rent-A-Car, UniCredit and Hankook Tire.