Kia Put Its Heart into World Cup Soccer, Inspiring Fans to Chase Big Dreams and Drive Cool Cars
Kia had a sponsor title for this year's FIFA World Cup, but it's more than just getting more eyes on their products.
As any soccer fan can testify, the FIFA World Cup soccer is more than just a bunch of players from other countries kicking a ball around. Every four years, fans from around the world come together to cheer with other like-minded fans, creating a fun, energetic sense of community. I can remember watching the games in the 90s, and attending a game felt like a fever dream.
So, when Kia asked if I’d attend the Argentina vs. Jordan match in my home city of Dallas, I felt my younger self quaking in her boots with excitement. Of course, it meant spending some time at Kia’s activation. But speaking with the team, seeing Kia’s booth in the flesh made me realize something:
Kia was doing more than just exposing fans to their products, hoping people would be inspired enough to buy something. They were helping FIFA World Cup fans create fun and engaging memories to take home with them.
This story is 100% human-researched and written based on actual first-person knowledge, extensive experience and expertise on the subject of cars and trucks. Additionally, I was a guest of Kia’s for this event, but all impressions and opinions are my own.
Now For the Strategy: Kia Was In the Right Place
Kia attracts a young, independent, and scrappy crowd that wants the best of the best without sacrificing value, style, or utility. The FIFA World Cup soccer leans into this triumphant and inspirational big picture, too, by showing that it’s possible to be close to the action without spending a ton of money (remember, fan fest is free!).
At the activation, yes, people could crawl into appropriately wrapped Kia Tellurides to experience the refresh and talk to product specialists, but they were also inspired to have fun and connect with other fans by customizing unique, commemorative fan zone player cards with that same energy.
More on the Player Cards
Kia crafted a bespoke moment, where anyone attending a match can visit the branded booth and create their own player card keepsake. Step up to the camera, enter your information, and there will be a series of photos snapped. Afterwards, you select your name, team, and position to be printed on your card. I thought I’d only receive a digital version, but a physical card printed and safely secured into a lanyard and a laminate case for you to take home… For free. They also handed out collectible charms, too, depending on where you’re visiting. Again, for free. How cool is that??
This makes an exclusive must-have, once-in-a-lifetime moment to cherish and remember by attending the FIFA World Cup tournament in the USA. While I admired that I had my own player card, which felt very much like I had my own Harry Potter Chocolate Frog Card moment (sans the holographic and movement). However, who doesn’t want to feel like they’re on the team? Who knows, maybe a young boy or girl who’s currently playing on a local league felt inspired to pursue playing professionally by seeing themselves like that. Kia knows how to pull on my heartstrings.
“Imagine you’re here one day,” is the sentiment I understood, and the coolest thing about these cards is that they’re also displayed at other stadiums with games on the same day. Soccer fans everywhere with these fan zone booths can see your player card, too. Kia essentially connected us to our own fantasy league of soccer players across the nation while we floated on cloud nine, and we were there to experience it all.
Of Course, the Cars Did Some Heavy Lifting, Too
Kia is famous for their impressive price-to-feature ratio, implementing the latest tech, and now, their impressive safety ratings. The company’s goal is to keep people connected and on the way to their dreams with comfort for everyone along the way. Each 2027 Kia Telluride X-Line on display has the team’s graphics, so fans can not only capture the moment to represent their team, but also sit inside and realize owning a capable, luxury SUV that’s also affordable is possible.
I haven’t driven the new Telluride since it debuted, so even for me, I felt myself grinning when I sat in the driver’s seat. I reminded myself that it had been a while since I’ve done car shopping, but I could totally see how exciting it could be for the fans to build their next family SUV on the Kia site and imagine which match to road trip to next in the FIFA World Cup tournament.
Beyond the matches, having a connected car full of safety and tech justifies that you don’t get these moments back. All we have is each other in the here and now. Each day is a once-in-a-lifetime moment. And when we take a step back and look at life in this way, it’s more than just a car or a soccer game. Kia is inspiring us to be good to one another and immerse ourselves in this ride we call life.
Kia’s Presence Wasn’t Just Seen or Heard; it Was Felt
Sitting in awe of the lovingly loud chants, which are a hallmark of the World Cup, and witnessing each country and its traditions made me feel like we were part of something bigger. It wasn’t just the Kia Sportage and Telluride banners around the field, the cool booth with Tellurides on display, or the player card that made the event what it was; it was and is always about the people. And Kia gets that. People come for the game to see their soccer icons play for 90 minutes, but they leave with even more love in their hearts for each other and an appreciation for wanting more out of life.
They can sit in a 2027 Kia Telluride X-Line with their team’s graphics on each SUV and feel like life’s luxuries are more attainable than we think. Life is best when we feel connected and inspired, while we live in the now. No matter where we come from, we can unite under respect, love, and a comfy, adjustable seat and pack everything and everyone into the next drive in the 2027 Telluride X-Line.
Now, I’m imagining rolling up to the final match in a Telluride from my couch, but I felt like Cinderella for a moment in that suite and it forever changed the way I look at what it means to ride together. Inspiration is international love that drives us to stay connected, and I can’t wait to see what Kia and the FIFA World Cup do over the next four years.
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