Kia Corporation has partnered with the fifth edition of the FIFA World Cup™ Trophy Tour by Coca-Cola, to become official automotive partner for the event in the Middle East. In its role, the Korean automaker will supply vehicles from its award-winning fleet to carry the tournament’s iconic golden trophy to fans across the Middle East and South Asia.

As a global mobility brand dedicated to providing sustainable mobility solutions, the company will help Coca-Cola to transport the FIFA World Cup™ Trophy¹and FIFA ambassadors across the Middle East, including the United Arab Emirates, Oman, Bahrain, Kuwait, and Pakistan during its first phase, before heading tothe Kingdom of Saudi Arabia and Qatar during its second phase.

“True to Kia’s brand purpose, ‘Movement that Inspires’, we always try to inspire people across the world to make more of life through the cars we produce and the services we provide,” commented YaserShabsogh, Chief Operating Officer, Regional HQs, Middle East & Africa, Kia. “It’s exciting to take this movement one step further through our collaboration with Coca-Cola and the remainder of the tour that lies ahead of us. Football is a great unifier, and the FIFA World Cup™ is the pinnacle of the sport. We look forward to continuing to play our part in inspiring fans in the buildup to the tournament with our fleet of vehicles leading the way.”

Through the tour, not only will the region’s football fans witness the prize that awaits this winter’s successful international team, they’ll also be in the company of true footballing legends. The tour’s first stop in Dubai on May 12 sawBrazil’s 2002 World Cup winner Kaka and Spain’s 2010 tournament-winning captain Iker Casillas reveal the trophy and joined fans for a series of activities at the Coca-Cola Arena.

The trophy visited Oman on May 13, Kuwait on May 16, and Bahrain on June 4 with former Brazilian midfielder Gilberto Silvato help fans build excitement for the tournament, before French 1998 World Cup-winner Christian Karembeu took over as the trophy reached Beirut on June 5, Tashkent on June 6, and Lahore on June 7. The FIFA World Cup™ Trophy Tour by Coca-Cola will continue its world tour during a second phase, passing through Saudi Arabia on November 11 and 12 before arriving in Qatar on November 13.

As a partner of the FIFA World Cup™, the automotive brand will support the greatest sporting event operations by providing official event automobiles. The vehicle fleet will include Kia passenger cars and Kia-branded buses specifically dedicated to transport national players and referees.