South Korean car manufacturer Kia has sealed a four-year extension to its partnership with Surrey County Cricket Club, until the end of 2024.
The deal will ensure the club’s home stadium will retain its Kia Oval name. The two parties’ initial agreement for the iconic venue began at the start of 2011, with the extension ensuring the naming-rights partnership is now one of the longest in UK sport, according to a press release.
Under the agreement, Kia will also continue to have its brand emblazoned across the club’s shirts, a well as various places around the London stadium.
Surrey and Kia said that there would be a “continued emphasis” on the club’s digital channels, with initiatives such as the Kia Masterclass allowing former players such as Mark Butcher, as well as some of the current squad, to offer tips to fans on honing their cricketing skills.
Kia will also continue to support the “Kia Catch”, with any fans who are able to catch a six cleanly during Surrey’s Twenty20 home matches winning £1,000.
Charlie Hodgson, Managing Director of the club, said: “Kia have been the best possible partners for the last 10 years, a true friend to cricket and it’s wonderful to continue to have them in the Surrey family until at least 2024.
“As a major worldwide brand with strong UK roots in Surrey, the links couldn’t be any stronger and we hugely look forward to working them in an ever-closer manner as our partnership continues.”
Paul Philpott, President and CEO of Kia Motors (UK) Limited, added: “Our partnership with the team at Surrey CCC and the Kia Oval has proved fruitful both on and off the pitch, and our long-standing sponsorship has seen both the Kia brand and all the Surrey teams grow from strength to strength and we are looking forward to supporting both the men’s and women’s teams in the upcoming T20 and Kia Super League matches.”
Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.
Coliseum facilitates a dialogue between stadiums, arenas, clubs, leagues and experts and enables them to learn from each other while establishing relationships. Coliseum’s digital 365Coliseum Business Center is a vast pool of resource for the stadium and arena industry world-wide.