(October 19, 2010) NEW YORK — Basketball and Kia go together.

The National Basketball Association (NBA) and Kia Motors America have announced an extension and expansion of their marketing partnership through a new multiyear agreement.

Returning as the Official Automotive Partner of the NBA, Kia is now also the Official Automotive Partner of NBA All-Star, an Official Automotive Partner of NBA Cares, and the title partner of the Kia NBA All-Star MVP award. Kia also will increase its commitment to existing NBA platforms it supported as the presenting partner and become the title partner of Kia NBA Tip-Off and the Kia NBA Performance Awards.

2011 Kia Optima,
official car of the NBA

During Kia NBA Tip-Off '10, Kia is hosting a variety of activities to celebrate the start of the 2010-11 NBA season, including a pair of two-hour television shows on ESPN. The first Countdown to Kia NBA Tip-Off special aired on Sunday, Oct. 17, with another episode scheduled for Sunday, Oct. 24 at 9 p.m ET. Each Countdown to Kia NBA Tip-Off special includes an ESPN studio show and special original programming created with exclusive NBA content produced by NBA Entertainment.

Kia Motors will be prominently featured throughout Kia NBA Tip-Off '10 via media, promotions, and local and national NBA game broadcasts. Kia and the NBA launched a countdown clock on NBA.com and have created a tip-off hashtag (#KiaTipOff10) on Twitter.

Kia NBA Tip-Off will be promoted via tagged NBA brand spots, courtside signage and social media integration. Kia will also break a new NBA-themed commercial during Kia NBA Tip-Off '10, which will feature NBA game footage and introduce the all-new 2011 Kia Optima, the Official Vehicle of the NBA.