NEW YORK -

Potential buyers who also watch plenty of pro basketball on television likely will be seeing plenty of content that highlights the Kia brand.

Kia Motors America and the National Basketball Association recently announced an extension and expansion of their marketing partnership through a new multiyear agreement. 

Returning as the Official Automotive Partner of the NBA, Kia said it’s now also the Official Automotive Partner of the NBA All-Star Game, an Official Automotive Partner of NBA Cares, and the title partner of the Kia NBA All-Star MVP award.

The automaker also pledged to increase its commitment to existing NBA platforms it previously supported as the presenting partner to become the title partner of Kia NBA Tip-Off and the Kia NBA Performance Awards.

During Kia NBA Tip-Off ’10, Kia hosted a variety of activities to celebrate the start of the 2010-11 NBA season, including a pair of two-hour television shows on ESPN.

The first Countdown to Kia NBA Tip-Off special aired Oct. 17 with another episode shown this past Sunday. Officials mentioned each Countdown to Kia NBA Tip-Off special included an ESPN studio show and special original programming created with exclusive NBA content produced by NBA Entertainment.

The company insisted Kia was prominently featured throughout Kia NBA Tip-Off ’10 via media, promotions and local and national NBA game broadcasts. Kia and the NBA also launched a countdown clock on NBA.com and created a tip-off hashtag on Twitter (#KiaTipOff10).

Kia NBA Tip-Off also was promoted via tagged NBA brand spots, courtside signage and social media integration.

The OEM also unveiled a new NBA-themed commercial by integrating NBA game footage to introduce the all-new 2011 Kia Optima, the Official Vehicle of the NBA. 

Officials highlighted the first Countdown to Kia NBA Tip-Off special included a 30-minute review of the memorable moments from last season — from Kobe Bryant’s string of buzzerbeaters to Kevin Durant’s breakout season to an epic seven-game NBA Finals — along with a special recognition of the 2009-10 Kia NBA Performance Award winners. 

The second special featured an hour-long preview of the upcoming season. The program included an all-access pass to training camps around the league as well as a look at the long-awaited comebacks of Yao Ming, Blake Griffin and George Karl, plus other top storylines to watch out for in the upcoming year.

As part of the automaker’s activities around the NBA All-Star Game and NBA Cares, Kia said it will serve as an associate partner of an NBA Cares event annually during the NBA All-Star Game. The automaker also intends to become the title partner of the Kia NBA All-Star MVP Award, which the league presents immediately following the All-Star Game.

Also as part of this new agreement is the NBA Performance Awards. These honors include four of the league’s most prestigious year-end accolades — Most Valuable Player, Most Improved Player, Sixth Man Award, and Defensive Player of the Year, along with the Eastern and Western Conference Players of the Month. Officials indicated all of the honors are to be renamed the Kia NBA Performance Awards.

As part of the Kia NBA Performance Awards, the OEM will continue to donate a new vehicle to the charity of the player’s choice on behalf of the four season-end award winners.  

Throughout the partnership, Kia reiterated its commitment to continue to develop innovative programming, advertisements, sweepstakes, and activities during key points of the NBA season, including the NBA Playoffs and The Finals.

“Over the past three years our relationship with the NBA has significantly raised awareness and consideration for the Kia brand and exposed our exciting lineup of vehicles to basketball fans across the country, and we are pleased to not only return as the Official Automotive Partner of the NBA but to expand our partnership to include new platforms such as NBA All-Star and NBA Cares,” explained Michael Sprague, vice president of marketing and communications for Kia.

“At Kia, we are true fans of the game, and we will continue to provide innovative and engaging programming and activities to help fuel our fellow basketball fans’ passion for the sport and the Kia brand,” Sprague continued.

NBA management also is pleased to maintain such as close relationship with Kia.

“As part of our expanded partnership, Kia will be deepening its commitment to the NBA and providing incredible opportunities to bring our fans closer to the game throughout the season,” stated Mark Tatum, the NBA’s executive vice president of global marketing partnerships.

“In addition to the strong presence that Kia has established on the court with the Kia NBA Performance Awards, the company will help make a huge difference in the lives of many people in the community by becoming a partner of our NBA Cares initiative,” Tatum went on to say.