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