Objective

  • Create a unique territory within the UEFA Europa League (UEL) landscape, allowing Kia to build greater affinity with the modern football fan.
  • Maximise its activation of key UEL sponsorship assets to fully leverage the partnership in an exciting way.
  • Create engaging UEL content using Clubs, players, and legends (outside of the official UEL partnership).
  • Infiltrate the UEL fans’ week (not just the matchday) in an authentic way.
  • Execute a bespoke content strategy and production schedule, including activating Kia’s official UEFA Europa League rights: Official Match Ball Carrier and UEL Daily Fantasy.
  • Deliver exclusive content strands and create a ‘Kia-owned’ content platform


Key Deliverables

  • Film, edit and deliver 31 unique episodes per season.
  • House all content on the Kia Home of Football platform, 
    driving engagement with Dugout’s global audience.
  • Ensure Social media promotion on Dugout, players and Kia local 
    market channels.
  • Deliver across all 23 Kia global markets.

Key Stats to Date

  • 1.5M views on Dugout channels.
  • Over 15M views on Kia channels.
  • Over 15% competition rate across all content.