Kia Corporation today announced the launch of its global brand campaign for the 2026 FIFA World Cup under the motto “Inspiration connects us all”.
The new campaign underlines the brand’s commitment to promoting unity, not only between Kia and its customers, but between people around the world during the iconic global sporting event.
Key elements of the campaign include the official Kia Match Ball Carrier (OMBC), display themes for Kia vehicles and campaign videos that convey the broader message of connection through inspiration.
Chang Sung Ryu, Senior Vice President and Head of Global Brand and Customer Experience Division at Kia, commented: The FIFA World Cup is more than a sporting event; It is a cultural celebration that unites the world. This campaign embodies Kia’s core message: “Inspiration connects us all” and is designed to help fans around the world make the most of their experience. It reflects the company’s vision as a provider of sustainable mobility solutions that enable connection and inspiration beyond the road.
What is Kia’s official match ball carrier program?
As part of the Kia Official Match Ball Carrier program, children from around the world are selected to deliver the official match ball to World Cup referees before each match. At the next World Cup, a total of 104 participants between the ages of 10 and 14 will have the opportunity to play alongside the best players in the world.
The company is also expanding the OMBC program by hosting the inaugural OMBC Kia Cup as part of its support of global youth football initiatives. OMBC participants have the opportunity to participate in a youth soccer tournament selected through local tryouts. The event will feature former football legends representing their countries, including World Cup global ambassador and football icon Thierry Henry.
How does the OMBC program fit into the Inspiration Connects Us All campaign?
The OMBC program is at the heart of Kia’s global campaign, launched today with three preview videos featuring global ambassador Thierry Henry.
The first video introduces the concept of “Team 49” using the Kia draw, which symbolizes an additional team to the 48 official World Cup nations. The second video shows Henry in an interview and suggests that he will lead this symbolic team. The third video, titled “The Next Legend,” shows Henry driving an OMBC participant to the stadium in a Kia vehicle, reinforcing Kia’s message of inspiration and connection.
Together, these films celebrate the spirit of football and encourage young players to dream big. They embody Kia’s belief that inspiration connects us all.
What connection does Kia have to FIFA?
That’s it official partner of FIFA the governing body of world football, since 2007. As an official mobility partner, Kia will provide transportation, autonomous driving technologies and future mobility services at global FIFA events and tournaments until 2030.