Kia builds on women's sports sponsorship portfolio with Ladies’ PGA deal

The new multi-year deal will cover seven LPGA Tour events annually

South Korean car maker Kia has renewed its sponsorship of the Ladies’ Professional Golf Association (LPGA), marking a continuation of the brand’s investments into sponsorships of women’s sports.

The multi-year deal between Kia Motors America (KMA), the US arm of the South Korean carmaker, and the LPGA will cover seven tour events annually, including two majors – the ANA Inspiration and the KPMG Women's PGA Championship.

Kia will also remain as the title sponsor of the Kia Classic tournament which begins on 23 March at California’s Park Hyatt Aviara Resort and is expected to feature the tour’s top players, such as world number one, Lydia Ko.

As part of the agreement Kia will provide vehicles to be used by participating golfers, with the winner of the Kia Classic taking home a 2017 Kia Cadenza. It will also hold an exhibition of its cars and host a variety of events around the tournaments to promote its brand.

Kia plans to utilise the partnership with the LPGA to help a US military charity, Hire Heroes, by donating proceeds from ticket sales of the Kia Classic.

Kimberley Gardiner, director of marketing communications at KMA, said: “Both Kia and the LPGA have experienced tremendous growth in visibility and awareness as a result of our partnership, and we are proud to extend the relationship and look forward to several more years of successful collaboration.

"As a Southern California-based company, Kia always looks for ways to give back to our local communities and we are thrilled to welcome Hire Heroes USA back to the Kia Classic."

The renewal with the LPGA follows on from Kia UK’s partnership with the English Cricket Board, which makes it the sole title sponsor of the women’s home Test matches.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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