Kia is the official automotive partner of the NBA and has signed on as the official vehicle of Golden State. The company has also renewed relationships with the Boston Celtics, Chicago Bulls, Cleveland Cavaliers, Denver Nuggets, Miami Heat, New York Knicks, Philadelphia 76ers, Phoenix Suns and San Antonio Spurs, while the Los Angeles Clippers, Orlando Magic and Portland Trail Blazers remain on Kia Motors' roster in 2011-12 as part of multi-year agreements.
Kia's US sales have increased 78% since 2008 and the company has stated its growth is the direct result of expanded brand visibility through high-profile partnerships, including involvement on and off-the-court in professional basketball. Kia is currently in its fifth year as the official automotive partner of the NBA, which is the brand's largest US sports marketing initiative.
“Kia's involvement with the NBA and nearly half of the league's teams has driven dramatically increased consumer awareness, perception and consideration for the brand and was a major factor in our best-ever sales total in 2011,” said Michael Sprague, vice-president of marketing and communications for Kia Motors America. “All of our team partnerships leverage the excitement of the game and increase Kia's interaction with the passionate fan bases in each market, and we are proud to add the Golden State Warriors to our roster and establish a relationship with Bay Area basketball fans.”