Kia Runs NBA Tip-Off Play with Street Events

NBA Tip-Off branded Kia Borregos will be carrying street teams.

Kia Motors is kicking off its first full season as a National Basketball Association sponsor today with NBA Tip-Off street events in 29 cities, heralding the new season and its new Kia Borregos.

A Kia Court in New York City’s Union Square will be a focal point of the kick-off festivities, with NBA legends Kareem Abdul-Jabbar and Scotty Pippen in attendance, along with Commissioner David Stern, super-fan Spike Lee and others. Kia will be giving away New York Knicks’ merchandise at its full-sized basketball court, between 7 a.m. and 7 p.m.

Several Kia vehicles will be on display, including the Kia Borrego and the Kia Optima. NBA-branded Borregos will carry street teams to high traffic areas of NBA franchise cities for Tip-Off celebrations, where the teams will hand out co-branded NBA and Kia merchandise.

A Kia sweepstakes offers the grand-prize winner a trip for four to an NBA playoffs game. Fans can register at the Kia Web site through Dec. 5. The NBA Tip-Off celebrations will continue through Nov. 3.

The objective is exposure for the Borrego among a demographic that is mid-30s and affluent, part of the NBA fan profile.

“Demographically, it’s a good fit for us,” Kia spokesman Alex Fedorak said of the brand’s NBA connection. “It’s a younger, more affluent demographic.”

Kia shares the spotlight as official NBA car with Toyota. Its activation is primarily tied to a presenting sponsor for four annual league player awards: the Most Valuable Player; Defensive Player of the Year; Six Man and Most Improved Player. The award winners are selected by NBA writers and broadcasters.