1st carmaker to shoot pro hoops since Toyota in 80’s: Kia signifies interest in joining PBA

MANILA, Philippines - News of Kia’s possible involvement in the PBA Pro League has been making the rounds of sports and automotive media over the weekend.

Columbian Autocar Corporation (CAC), exclusive distributor of Kia Motors in the Philippines, has just confirmed that it is looking into the possibility of joining the PBA for the next season. If everything comes into fruition, it will mark the first entry of a car brand in the league since 1983. 

Ginia R. Domingo, CAC President, said in a statement, “A formal letter of intent was sent by CAC to the PBA Board of Governors and we are waiting for the PBA to reply. Kia and CAC have always been steadfast in its commitment to the promotion and development of various sports initiatives in the Philippines and all over the world. We believe that sports is a potent tool to reach our market while also contributing to nation-building,” Domingo added.

Kia Motors Corporation has been a staunch supporter of world-class sporting events such as the NBA, the Australian Open, and FIFA World Cup and it is fitting to bring this level of involvement in the country’s unopposed number one sport—basketball.

Since 2008, Kia has been the Official Automotive Partner of the NBA and has received astounding patronage from both sports and motoring aficionados. Kia has also presented the NBA Year-End Performance Awards such as the MVP, Most Improved Player, Defensive Player, and Sixth Man Award. In the Philippines, Kia has actively supported the growth of football through its sponsorship of the Philippine Azkals, the national men’s football team as well as the development of the sport through Kia Cup, its annual football festival.

With the PBA’s steady and continuous rise in gate attendance and TV ratings, it may indeed be ripe for CAC and Kia in the Philippines to try and be a part of the league.

Domingo adds, “Basketball is truly a well-loved sport by Filipinos from all ages, from all walks of life. As a dynamic global brand, Kia also sees how the PBA can be a best match for the brand. The opportunities in sports marketing in the country are vast and we, at Kia, are interested about this new prospect in the PBA. I hope that the public will continuously pour its support to Kia wherever this new endeavor may lead us.”

With this exciting development, Kia is definitely living up to being the brand with the Power to Surprise. Who knows, we may just witness Kia’s big foray into the PBA in the upcoming 40th season!