Fast Break: NBA, WNBA, Kia Build Events, Awards, Fan Engagement Alliance
Wednesday, October 29, 2025 at 01:53PM By Barry Janoff
October 29, 2025: One of the NBA’s most high-profile partners has just become even more prominent.
The NBA today unveiled a multiyear extension of its partnership with Kia America, also including the WNBA and NBA G League.
The new deal enhances Kia’s deep integration across the leagues’ marquee events, performance awards and fan engagement platforms.
Financial terms were not shared.
Kia’s role as “official automotive partner’ dates back to 2008, with the most recent extension in 2021.
“Kia’s partnership reflects a shared commitment to celebrating the NBA and strengthening fan engagement,” Lauren Sullivan, NBA svp-head of partner management, said via the league.
“We look forward to continuing our work with Kia as we create deeper connections with fans and drive the game forward in new and exciting ways.”
Kia’s renewed partnership also marks an increase in its investment in the WNBA, “underscoring a strengthened commitment to the league’s players, fans, and culture.”
Kia’s impact on the league is anchored by the NBA Performance Awards, with the automaker presenting partner of more than 35 monthly and end-of-season honors — including the Kia NBA MVP — now also inclusive of the Kia NBA Hustle Award, which honors players whose impact on court goes beyond traditional statistics.
On-court and TV presence features pole pad branding across all nationally televised regular season NBA games, along with Rounds 1-3 of the NBA Playoffs.
Kia will continue as the title partner of the NBA Skills Challenge during NBA All-Star.
“As partners and true fans of the game, we’re honored to continue our journey with the NBA, WNBA, and NBA G League."
During NBA Draft, Kia will extend its support with branded integrations including the “Inside a Kia” content series, offering people behind-the-scenes access to prospects and personalities.
As a NBA 2K Summer League associate partner, Kia will maintain its role with branded content and events surrounding the event.
Kia will continue to serve as the title partner for the Kia NBA G League monthly and end-of-season performance awards.
The company also has 15 NBA team partnerships.
“Basketball inspires passion, connection and possibility, values that energize all of us at Kia,” SeungKyu (Sean) Yoon, president and CEO of Kia North America and Kia America, said via the company.
“As partners and true fans of the game, we’re honored to continue our journey with the NBA, WNBA, and NBA G League. Together, we’ll keep celebrating the moments, the energy, and the communities that make basketball so powerful.”
Focal points of Kia’s partnership with the WNBA are led by WNBA Performance Awards, where Kia remains the presenting partner of more than 15 monthly and end-of-season Kia performance awards.
At AT&T WNBA All-Star — which in 2026 will be held in Chicago —Kia will continue as the title partner of “Kia WNBA Skills Challenge”; will engage fans through events and branded content at WNBA Live, the league’s fan festival; and will produce “Inside a Kia” Content Series, with exclusive interviews with WNBA talent inside Kia vehicles.
As a WNBA Draft associate partner, Kia will support with branded integrations and storytelling moments.
“Kia has been an incredible partner in helping elevate the WNBA’s platform and celebrating the excellence of this league,” Colie Edison, WNBA chief growth officer, said via the league.
“From performance awards to immersive All-Star activations, Kia’s continued investment underscores the momentum of our league and the value of women’s basketball. We are thrilled to continue working together to bring fans closer to the game.”
On social media, Kia will continue to power NBA “Who Ya Got,” which enables people to pick their winning team or player during such key NBA moments as Christmas Day, NBA All-Star, and Kia NBA MVP. Select moments will include sweepstakes for NBA-themed prizes.
Via the WNBA “Who Ya Got” social platform, Kia will allow fans to preview matchups and make predictions throughout the season.
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