Kia Seals Oval Naming Rights Deal
International car manufacturer Kia has replaced Brit Insurance as the lead sponsor of Surrey County Cricket Club and The Oval cricket ground.
The firm, which has signed a five year deal, will have full and exclusive naming rights to the historic ground and become the primary shirt sponsor for Surrey County Cricket Club.
The deal is worth over £3.5m to the club over its duration and Kia takes over from Brit Insurance as the club and ground’s primary partner.
As well as the ground naming rights and the firm’s logo on Surrey shirts, Kia will also have a number of hospitality and promotional benefits throughout the season.
The deal will come into force on January 1st 2011, and the ground will be known as the Kia Oval.
The deal is Kia’s first entrance into the cricket market; the company currently has worldwide commercial partnerships with the FIFA World Cup and Australian Tennis Open.
Further to this, it employs current world number one Rafael Nadal as a brand ambassador and is also the official automotive partner of the National Basketball Association in the United States, sponsoring thirteen individual teams.
Speaking about the deal Paul Sheldon, Chief Executive of Surrey County Cricket Club, said: ‘To sign a deal with a leading International brand such as Kia is a fantastic boost to the Club. ‘
‘It is also hugely beneficial to us that we have been able to agree a five year deal as this allows us to plan for the future – both financially and on the field – with certainty. I have great confidence that our partnership has a long and strong future ahead of it.’
