NATIONAL BASKETBALL ASSOCIATION (NBA) has renewed its long-standing partnership with Kia America, extending the multiyear agreement across the NBA, WNBA, and NBA G League. The extension reinforces Kia’s deep involvement across major league events, awards platforms and fan engagement initiatives.
The renewed deal strengthens Kia’s footprint across the basketball calendar, including its 15 existing NBA team partnerships, and expands integration across live events, digital platforms, and performance awards, a media release said.
Key elements of the NBA partnership include:
* NBA Performance Awards – Kia remains the presenting partner of more than 35 monthly and end-of-season Kia Performance Awards, now inclusive of the Kia NBA Hustle Award, which honors players whose impact on court goes beyond traditional statistics.
* Expanded Branding – Kia will be featured in pole pad branding across all nationally televised regular season NBA games along with Rounds 1-3 of the NBA Playoffs.
* NBA “Who Ya Got” Social Platform – Kia will continue to power this fan-first digital experience, allowing fans to pick their winning team or player during key NBA moments including Christmas Day, NBA All-Star, and Kia NBA MVP. Select moments will include sweepstakes for NBA-themed prizes.
* NBA Skills Challenge – Kia will continue as the title partner of the event during NBA All-Star.
* NBA Draft Associate Partner – Kia will extend its support of the NBA Draft with branded integrations including the “Inside a Kia” content series, offering fans behind-the-scenes access to prospects and personalities.
* NBA 2K Summer League Associate Partner – Kia will maintain its role with branded content and events surrounding NBA 2K Summer League.
Key elements of the WNBA partnership include:
* WNBA Performance Awards – Kia remains the presenting partner of more than 15 monthly and end-of-season Kia performance awards, which celebrate the achievements of the league’s most dominant players each season.
* WNBA Draft Associate Partner – Kia will support the WNBA Draft with branded integrations and storytelling moments.
* WNBA Live Associate Partner – Kia will engage fans through events and branded content at WNBA Live, the league’s fan festival in conjunction with AT&T WNBA All-Star.
* “Inside a Kia” Content Series at AT&T WNBA All-Star – Kia will produce exclusive interviews with WNBA talent inside Kia vehicles, offering fans a unique lens into the personalities and stories of the league.
* “Kia WNBA Skills Challenge” at AT&T WNBA All-Star – Kia will continue as the title partner of the event during AT&T WNBA All-Star.
* WNBA “Who Ya Got” Social Platform – Kia will extend the popular NBA fan prediction platform to the WNBA, allowing fans to preview matchups and make predictions throughout the season.
Kia continues as title partner for monthly and season-end performance awards for the Kia NBA G League.
Kia North America and Kia America president and CEO SeungKyu (Sean) Yoon said, “Basketball inspires passion, connection and possibility, values that energize all of us at Kia. As partners and true fans of the game, we’re honored to continue our journey with the NBA, WNBA, and NBA G League. Together, we’ll keep celebrating the moments, the energy, and the communities that make basketball so powerful.”
NBA senior vice president, head of partner management Lauren Sullivan shared, “Kia’s partnership reflects a shared commitment to celebrating the NBA and strengthening fan engagement. We look forward to continuing our work with Kia as we create deeper connections with fans and drive the game forward in new and exciting ways.”
WNBA chief growth officer Colie Edison added, “Kia has been an incredible partner in helping elevate the WNBA’s platform and celebrating the excellence of this league. From performance awards to immersive All-Star activations, Kia’s continued investment underscores the momentum of our league and the value of women’s basketball. We are thrilled to continue working together to bring fans closer to the game.”
