As a FIFA Partner in the automotive category, Kia has taken a key role in supporting the successful staging of FIFA World Cup by providing reliable and high-quality cars from its wide range of models as official tournament vehicles. Kia is providing a once-in-a-lifetime opportunity for football fans to express their enthusiasm for the FIFA World Cup through innovative and interactive programs, such as Kia Mascot Friend program, Kia World Cup Road Show (customer invitation program), Kia Champ into the Arena program (5-a-side world amateur football championship), Kia Fest (public match viewing) as well as commercial display and meeting point at the stadium.