Kia Motors Corporation has appointed Dugout and Right Formula on a long term deal to activate the brand’s UEFA Europa League partnership. Both organisations will work hand-in-hand with Kia in South Korea and Europe, as well as working alongside TEAM Marketing, UEFA’s exclusive marketing agency for club competitions; the UEFA Champions League, UEFA Europa League and UEFA Super Cup. 

Dugout’s unique position in the world of football (including unprecedented access to the top clubs and players) will give Kia a presence in the sport in a way that has never been seen before. Industry leading sports marketing agency Right Formula brings more than a decade’s experience and expertise in sponsorship strategy and activation for global brands across multiple sports. 

Activations and content for Kia will be created to drive the sponsorship and build a greater affinity with football fans on a global level to further increase awareness of the Kia brand. The UEFA Europa League sponsorship began with activations to recruit Official Match Ball Carriers for each fixture  whilst original content strands were launched to empower fans, including the UEFA Europa League Weekly magazine show, featuring player interviews, behind the scenes access, tips for UEFA Europa League Daily Fantasy and exclusive fan stories from across the competition.

This content is featured on The Kia Home of Football on the Dugout platform (view here), and is used across Kia’s Global markets. Dugout produce numerous exclusive episodes strategically devised to enhance the connection between Kia and UEFA Europa League fans. This content is supported with extensive promotion across Dugout’s social media channels as well as Kia’s channels worldwide. 

Right Formula have devised and managed a number of activation concepts, the latest of which is the inaugural UEFA Europa League Trophy Tour driven by Kia.

The Tour will give football fans across Europe the opportunity to see the iconic UEFA Europa League trophy as the competition’s 2018/19 knockout stage unfolds.

Throughout the duration of the UEFA Europa League Trophy Tour, fans and players of all ages will be encouraged to donate used and unwanted boots. In partnership with the UEFA Foundation for children, the boots will be taken to the Zaatari refugee camp in Jordan to be given to Syrian refugees of all ages.

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.

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. We look forward to working hand-in-hand with Dugout and Right Formula as we continue to surprise and empower football fans around the world.”

Dugout President, Matthew Baxter, commented: “We are absolutely delighted to announce this long-term partnership with Kia Motors especially at a time when brands involved in football sponsorship are constantly seeking new ways of strengthening the relationship and engagement amongst football fans.  

Through Dugout’s unprecedented access to our partner clubs, we have created Kia’s ‘Home of Football’ and filmed hours of exclusive behind the scenes content making this a truly ground breaking 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”.

Right Formula Founder and CEO, Robin Fenwick commented: “Right Formula are proud and thrilled to be working so closely with Kia Motors. We pride ourselves in helping our clients realise their objectives from the powerful partnerships they form and we are excited about helping Kia do just that. 

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.’’  


About Dugout

Dugout represents the first time the world’s biggest clubs have joined forces to support a new business. Since launching in November 2016, 86 clubs, National Football Federations and Leagues have all signed partnerships with the platform. 

Each club and player has a dedicated Dugout profile to upload content and interact with fans and Dugout users get a totally personalised experience based on the clubs and players they follow. 

Dugout works with its partners to create high-quality, original content, which includes videos from clubs that are exclusive to Dugout, lifestyle and personal updates from players, and original video series featuring ball skills and tricks from players that can’t be seen anywhere else. launched in November 2016, followed by the app in March 2017.

About Right Formula

Right Formula are an award-winning strategic sports marketing agency. Founded in 2009, the business has assembled some of the finest talent in the industry to provide vast experience and unique insights in the world of sports and entertainment partnerships. Working closely with large, global brands such as Hilton, SAP, Pirelli, Sky Sports, Red Bull and Logitech, Right Formula devises and implements strategic activation that maximises the business results from their partnerships.