ExclusiveMarketing: "A third of our investments go to esports" (Olivier Bouelharrag, Kia France)

"Esports allows us to work on a marketing tool that has enormous potential. Kia France has decided to have a specific budget for esports in order to work on this territory locally. It's a deliberate choice, we must be the only ones in Europe to operate in this way. From a budgetary point of view, one third of our investments go to esports and two thirds to sport. But we're stepping up our involvement in esports," said Olivier Bouelharrag, head of communication at Kia France, to News Tank Football on 10/09/2021.

"Thanks to our partnership with Solary (esports organisation, FRA), we are getting 20 to 30 times more engagement than our traditional speaking engagements. There are so many possible areas in gaming, but the important thing is that it fits our audiences. Kia is a car brand that is generally younger than the average of other manufacturers, with a dynamic positioning," explained the head of communication for the South Korean manufacturer's French subsidiary.

"Esports is a very specific universe, with audiences that are just as specific. We want to stick to the codes of this…