Hyundai-Kia will transport 2018 World Cup players
The FIFA World Cup is BIG business. So big, in fact, that companies are willing to spend huge amounts of money to be part of the extravaganza. Next year’s World Cup in Russia will host 32 teams, which will increase audiences, profit companies, add economic value to the host country, and raise the appeal of the sponsors.
Just to give you an idea how big the sport is: the three World Cup games before Brazil generated US$9 billion (Japan & South Korea, 2002), US$12 billion (Germany, 2006) and US$5 billion (South Africa, 2010). It creates additional jobs and raises revenues of industries, such as hotels and resorts, food, services, and not forgetting tourism, just to name a few.
Seeing how this can help elevate a brand, South Korean giant Hyundai-Kia signed up to be the Official Automotive Partners till 2022. This partnership has long been running, since the 2002 Korea/Japan World Cup .
Colourful livery to brighten up the World Cup
For the 2014 World Cup in Brazil, 1,432 Hyundai-Kia passenger vehicles and 2,800 bus days were at the disposal of FIFA officials, national teams, members of the organising committee, referees and media representatives. Hyundai-Kia provided a fleet of buses that were used for various purposes, including the transportation of the 32 national teams decorated with their national team colours, flags and slogans. Which means, everywhere one went, the image of Hyundai and Kia brands were subconsciously imprinted onto the mind.
Image is everything.
Hyundai-Kia not only spends big, but they’ve also revamped their image and quality of their products in such a way that they are no longer the laughing stock of the world, but an inspiration to others. This remarkable turnaround could only happen if the major stakeholders were daring and bold enough to take measured steps and have a mission to invigorate the brand.
As Bill Shankly famously said “Some people think football is a matter of life and death. I assure you, it’s much more serious than that.” Hyundai-Kia is adhering to his words by probably saying to themselves, “It’s a matter of life and death for our cars” and thereafter started from scratch to build cars that are of world-class status.
We’re sure there are going to be activities and promotions on the local front. There definitely will be some thrilling contests organised by the brand custodians here in Malaysia, so be sure to participate—you could win a ticket to Russia and be whisked around in a Hyundai or a Kia.
Kia Stinger, sure is causing a reaction.