Kia's wide range of activations and initiatives made many new friends in Brazil.

Kia, whose hospitality activation also helped us build the most successful Hospitality Programme ever seen at the FIFA Confederations Cup, introduced several activities for customers around the world aimed at increasing their enjoyment of the tournament.

The five-a-side “Kia Champ into the Arena” invited amateur football talents to compete against each other, while Kia also provided an opportunity for football fans to experience the Brazilian atmosphere and attend a semi-final match through its “Kia Lucky Drive to Brazil” activation.

Finally, the Kia Mascot Friend activation gave the unforgettable opportunity to a youngster at every game to accompany Fuleco, the Official Mascot at half-time as part of the friendly armadillo's pitch-side activities.


Connecting with the world through its most watched sport will raise the profile of the Kia brand

Yong-Kew Park,

president of Kia Motors

Play the Game

A five-a-side competition formed a part of Kia's campaign.

Key to Ignition

Kia, along with sister company Hyundai, signalled the unofficial beginning of the FIFA Confederations Cup Brazil 2013 when handing over their part of the Official Courtesy Vehicle Fleet to the Local Organising Committee (LOC). 

Without the vehicles (SUVs, cars, passenger vans) nobody would go anywhere. Players wouldn't arrive at the stadiums, FIFA Officials would be stranded at airports and the media would have to remain in their hotels! 

Along with Hyundai, Kia provided more than 500 vehicles for the competition, ensuring everyone connected with the event, from players to FIFA Youth Programme recruits, was able to arrive rested and, most importantly in large bustling cities, on time. No mean feat in rush hour! 

Yong-Kew Park, President of Kia Motors' Central and South America regional headquarters, was present at the handover ceremony to help with proceedings and was equally excited to be involved with the two most important football competitions in the world.

He said: “Kia Motors is a proud supporter of football and we are excited to play an integral role in the successful coordination of the FIFA Confederations Cup Brazil 2013. We believe that connecting with the world through its most watched sport will not only raise the profile of the Kia brand, but also demonstrate its vibrant, distinctive and reliable identity and attributes.”

Among Friends

Kia's Mascot Friend activation gave the unforgettable opportunity to a youngster at every game.

The Full Range

Kia's impressive range of vehicles played an important role in proceedings with models such as Cadenza and Optima passenger sedans, Sportage and Sorento SUVs and the Carnival multipurpose vehicle all proving perfect for the tasks at hand.

Public Viewing

Kia also gave Brazil's enthusiastic football fans an opportunity to get up close and personal with their extensive product range in Belo Horizonte, Recife and Brasilia.