Toronto FC signs Kia Canada as official automotive partner

    TORONTO, April 30 /CNW/ - Toronto FC announced Monday that it has signed
Kia Canada as its newest corporate partner. Under terms of the agreement, Kia
Canada becomes a premier sponsor and the official and exclusive automotive
partner of Toronto FC, Canada's first and only Major League Soccer team that
debuted in early April.
    The partnership includes branding opportunities for the Korean carmaker
inside and outside BMO Field, Toronto's new 20,000 seat soccer stadium at
Exhibition Place. This includes one-third occupancy of Toronto FC's sign on
the city's Gardiner Expressway that will expose Kia's 63-year old brand to
thousands of drivers each day. Kia's logo will also be prominently placed on
Toronto FC's media backdrop that is seen everyday during Toronto FC coach and
player interviews.
    "We're excited to partner with a company like Kia that has an excellent
reputation globally for creating well-built, well-equipped and well-priced
vehicles," said Tom Anselmi, executive vice-president and chief operating
officer of Maple Leaf Sports & Entertainment. "Given Kia's existing
association in the world of soccer through their sponsorship with UEFA Euro
2008 and the FIFA World Cup, we believe this partnership with Toronto FC will
further extend their brand reach with soccer fans in North America."
    As part of the agreement, Kia also receives a number of hosting
opportunities at Toronto FC matches, which will introduce their automotive
brands to new audiences and further heighten awareness about the carmaker.
Toronto FC fans will also have an opportunity to "kick the tires" on Kia
vehicles that will be displayed at BMO Field.
    "This sponsorship opportunity allows Kia Canada to further expand our
brand awareness through soccer. Since the 2002 World Cup, Kia has globally
partnered with soccer associations," said Jay Chung, President and CEO of Kia
Canada Inc. "We believe that this is the perfect platform to showcase our
product. As a company that prides itself on being young and dynamic the
partnership with Toronto FC ideally fits our marketing objectives."
    Kia is the official Auto Partner of the 2010 FIFA World Cup and also
China's National Soccer Teams.
    Toronto FC played its inaugural home game on Saturday, April 28 at BMO
Field in front of a crowd of 20,148 soccer fans.

For further information:

For further information: Rajani Kamath, MLSE, (416) 815-5790; Cort
Neilsen, Kia Canada, (905) 755-6351

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