The American arm of South Korean automotive manufacturer Kia has expanded its association with the Orlando Magic, and added another venue to its US naming rights portfolio, by agreeing a sponsorship deal for the home of the NBA franchise.
Commencing today (Wednesday), the Amway Center will now be known as the Kia Center. Terms of the deal were not disclosed, but Kia America’s partnership will include new indoor and outdoor signage, the installations of EV charging stations, Kia vehicle displays and the Kia Terrace hospitality lounge.
US marketing company Amway had held naming rights to the arena since it opened in October 2010. Kia already served as the official automobile partner of the Magic, a title it also holds with the National Basketball Association itself.
Today’s Kia Center naming rights announcement in Orlando coincides with the launch of the automotive industry’s first mainstream three-row, all-electric SUV – the Kia EV9. Kia becomes an Orlando Magic ‘Champion of the Community’ partner and will partner on Central Florida community relations programming.
The Kia Center in Orlando complements the Kia Forum in Los Angeles. Like the renaming of the Kia Center in Orlando, the renaming of the Kia Forum in Los Angeles in April 2022 was a transformational step for Kia in the United States and an important part of the North American debut of its electric utility vehicle, the EV6, as part of the company’s Plan S, or Plan Shift, strategy.
Kia’s southeast operation in the US includes dealerships in Orlando, Miami, Tampa, and Jacksonville. Central Florida has 11 dealerships and is said to be the fastest growing Kia market in the nation.
“The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans,” said Sean Yoon, president and CEO of Kia America.
“This facility is a spectacular asset for those who call Central Florida home and for those who visit this global tourist destination. Coupled with our naming rights of the Kia Forum in California, we now stretch from coast to coast.”
In October, the Magic and partner SED Development announced JMA Ventures and Machete Group as the team that will deliver a planned sports and entertainment district adjacent to Kia Center.
The downtown Orlando project is anticipated to include a 260-room full-service hotel with 16,000 square feet of meeting and conference space, 270 residential units, 200,000 square feet of Class A office space, 125,000 square feet of retail, a 3,500-capacity live event venue, an urban town square, and more than 1,100 parking spaces.
Commenting on today’s deal, Magic CEO, Alex Martins, said: “We look forward to our expanded partnership which allows Kia to drive its brand forward and deliver a direct, impactful message to our fan base and beyond using the power of the NBA.
“Kia also becomes a ‘Champion of the Community’ partner and we look forward to working together to positively impact the Central Florida community.”
