One in seven people aged 14 and over associate the Korean car brand KIA with the Australian Open with the sponsorship link being five times stronger with its intended consumers.
The Australian Open is one of the top four most traditionally viewed sporting events within Australia, right behind the Olympics, the Commonwealth Games and the AFL Grand Final, according to new research by Roy Morgan.
KIA has been the major sponsor of the Australian Open since replacing Ford in 2002 and around 14.5% of Australians associate the car company with the sporting event.
With almost three quarters of those who intend to buy a KIA in the next four years, the link between KIA and the Open strengthens in line with the brand’s relevance to its consumer.
Adding to those figures KIA's brand relevance is again very prevelant with one in four new car intenders, one in three intenders who can recall KIA ads, two in five intenders who watch the Open on TV and nearly three in five intenders who are considering KIA.
“When it comes to association with the Australian Open, KIA is the only brand to hit double figures, with Adidas and Nike the next most often associated brands,” Jordan Pakes, group account director of Automotive at Roy Morgan Research said.
“The five-fold boost between the proportion of all Aussies who associate KIA with the event and the proportion of KIA new car intenders suggests the carmaker is doing an excellent job at leveraging their involvement with prospective buyers.”