NBA: Kia (car manufacturer) title sponsor of the "Kia Center" home of Orlando Magic in Florida (USA)

Kia America, a national subsidiary of the South Korean car manufacturer, has acquired the naming rights to the Kia Center, an 18,000-seat arena in Orlando (Florida) that is home to the Orlando Magic (NBA) and other teams, announced the NBA franchise on 20/12/2023. The value of the agreement has not been communicated.

Kia succeeds Amway Corp (beauty products), title sponsor of the Amway Center since its inauguration in 2010. The American company has paid $40m (€28m at the date the partnership was signed on 03/08/2009) over the 2010-2019 cycle. "Coupled with our naming rights of the Kia Forum in California (Inglewood, since March 2022, for $52m/€47m over 2022-2031), we now stretch from coast to coast," said Sean Yoon, president and CEO of Kia America.

Kia's partnership also includes the installation of electric vehicle charging stations, vehicle displays and the creation of a Kia Terrace hospitality lounge within the site. Kia has been a partner of the Florida franchise "for over 15 years". The car manufacturer is also partnered with 12 other franchises, as well as with the NBA as…