Kia lands naming rights to The Forum

Kia America has acquired naming rights to The Forum, a multi-purpose arena in Inglewood, California.

The venue will now be known as the Kia Forum. Kia also becomes the official automotive partner of the 17,500-seat arena.

The Forum is primarily used as a music and entertainment venue and also hosts awards shows, boxing, mixed martial arts, wrestling and other events.

Kia’s sponsorship of the venue will include new outdoor and indoor signage, the installation of electric vehicle charging stations, and vehicle displays beginning with the EVG electric car. An exclusive ‘Kia Club’ hospitality lounge will also be opened at the arena.

Russell Wager, vice-president of marketing at Kia America, said: “Kia America is proud of our history in Southern California going back to the establishment of our US headquarters here in 1992, and so we all celebrate now being part of one of the most historic, and emotionally-connected live entertainment and sports venues in California – if not the world. We are thrilled to be a part of the entertainment and excitement of live music and events at the Kia Forum moving forward.”

Geni Lincoln, general manager and senior vice-president of live events at The Forum, added: “We’re proud to partner with Kia and weave together our history with an innovative future, while continuing our dedication to the SoCal community. We look forward to merging the entertainment and automotive industries, broadening our mutual commitments to diversity, sustainability, and creativity.”

The Forum was purchased by Steve Ballmer, owner of the NBA’s Los Angeles Clippers, from Madison Square Garden Entertainment in a $400m (£305m/€364m) deal signed in May 2020. The acquisition paved the way for the Clippers to proceed with plans for its own new arena, Intuit Dome, less than two miles from The Forum.

The Forum served as the home of the NBA’s Los Angeles Lakers and the NHL’s Los Angeles Kings until both teams moved to the Crypto.com Arena (formerly Staples Center) in 1999.

Kia recently acquired naming rights to a new 5,000-seat show court at Melbourne Park, home of the Australian Open tennis tournament. Kia Arena was unveiled ahead of the start of the Australian Open on January 17.