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Marty’s Marketing Minutia

Kia says, "G'day," at Australian Open.

by on Jan.28, 2011

How much is this image worth? Rafael Nidal delivers a slam for Australian Open sponsor Kia.

Let’s face it, advertisers love sports – perhaps none more than in the auto industry.

Last year’s FIFA World Cup was the biggest worldwide televised sports event in history, next in total number of viewers is expected to be next weeks Super Bowl XLV, with commercials costing from $2.8 to $3.0 million for each :30-second spot.

But here in the ‘land down under,’ Kia Motors has set an incredibly high benchmark for sponsorship of a single, important athletic event, the first of the four Grand Slam tennis majors, the Australian Open.  Kia is the major sponsor of the entire 14-day event for men and women.  Not just a single event at a Slam Event ala Mercedes, which last year took over sponsorship of the men’s singles at the U.S. Open, which was preceded by Lexus, which took over from Lincoln.

Keep On Top!

In all due respect this is not an inexpensive sponsorship, but if getting the proverbial bang for the buck – aka ROI — is the measure of success then Kia, Korea’s oldest car manufacturer Is the winner in straight sets similar to how Kia’s brand ambassador, Rafel Nadal, got slammed on Wednesday night and Roger Federer did, too, a day later — both in straight sets.  The winner however is Kia: Game, Set and Match.