Dugout and Right Formula land Kia brief

12 Apr 2019

By: Sport Industry Group

Kia Motors Corporation has appointed Dugout and Right Formula to activate the Korean car brand’s UEFA Europa League partnership.

The agreement, which is described as “long term,” will see the pairing work with Kia in South Korea and Europe, as well as with TEAM Marketing, UEFA’s exclusive marketing agency for club competitions.

The arrangement combines Dugout’s content platform with Right Formula’s track record in sport sponsorship strategy and activation for global brands.

Commenting on the appointment, Kia Motors General Manager of Brand Promotion Michael Choo, said: “As Kia’s premier sponsorship property for the European region, the UEFA Europa League is the perfect platform to create closer engagement with football fans across Europe and beyond, and we believe that authenticity lies at the core of any successful brand interaction with such passionate audiences.

“Dugout and Right Formula possess unrivaled sports marketing expertise and strategic tie-ups with professional football clubs throughout Europe, as well as an infectious love for the game of football; and our close collaboration has resulted in creative, relevant and impactful content that is then amplified through Dugout, UEFA and Kia social channels.”

Kia’s UEFA Europa League sponsorship began with activations to recruit Official Match Ball Carriers for each fixture.

It centres on original content strands, including the UEFA Europa League Weekly magazine show, featuring player interviews, behind the scenes access, tips for UEFA Europa League Daily Fantasy and fan stories from across the competition.

A dedicated content hub, The Kia Home of Football, has been built on the Dugout platform.

Dugout President, Matthew Baxter, commented: “Through Dugout’s access to our partner clubs, we have filmed hours of exclusive behind the scenes content making this a truly groundbreaking partnership. 

“As the fastest growing mainstream brand in its industry, Kia share our ambitions to have relationships with fans both on a local and global level which we know will establish the key foundations for a very special long-term relationship”.

For its part, Right Formula has devised and managed a number of activation concepts, including the inaugural UEFA Europa League Trophy Tour driven by Kia.

It will include a partnership with the UEFA Foundation, encouraging fans to donate old boots to be taken to the Zaatari refugee camp in Jordan.

Right Formula will manage the operation of the Tour from Geneva to this year’s UEFA Europa League Final in Baku, stopping in Seville, Berlin, London, Milan, Moscow and Paris in between.

Content will be created and amplified by Dugout across the range of Kia and UEFA owned social media channels.

Right Formula Founder and CEO Robin Fenwick said: “We specifically intend to help Kia strengthen their engagement with fans across Europe through strategic and creative activations that will help them stand out as a dynamic and young-at-heart brand.

“Together with Dugout we are hugely enthusiastic about harnessing the impressive UEFA Europa League platform in order to deliver strong business results for Kia.’’