NBA players are a valuable marketing resource with consumer
reach as far as a full-court shot. That’s why when LeBron James approached Kia
for with the idea of an endorsing deal, Kia
took notice. The end result is a deal between the two, or more specifically,
James and the Kia K900.
Apparently James had the chance to drive around all summer
in the K900 and ended up loving the car. ESPN reports James posted a picture of
the car on Instagram with captions reading, “Rolling in my K900. Love this
car!!”
Tim Chaney, Kia’s vice president of marketing told ESPN.com,
“We were not actively seeking another endorser, but LeBron told us, after
driving the car around this summer, that he like it so much, that we decided to
partner with him. He brought us instant credibility."
James said in a statement regarding the collaboration, “For
me, a partnership has to be authentic and real to who I am and that’s what
makes this one so special."
While the details of the multiyear, multimillion-dollar deal
have not been disclosed, sources say James must show up at Cavaliers games in
the K900 and will appear in several TV commercials. Thankfully for LeBron, the
deal does not restrict him from driving other vehicles in his 20-car fleet,
which includes the likes of Lamborghini, Ferrari, Porsche, Maybach, and Rolls Royce.
While Kia isn’t expecting the deal to create clamoring crowd
of K900 buyers, the Korean automaker does expect the endorsement deal to have a
positive impact on the brand’s public perception as a viable luxury automaker.
Source: TopSpeed
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