North American basketball's NBA and its women's equivalent, the WNBA, have extended their longstanding deal with Kia America, the regional brand of the South Korean carmaker.
The partnership, which also covers the NBA's G League development series, entails Kia increasing its presence in the NBA, having already secured partnerships with 15 teams, and in the WNBA.
The last tie-up between Kia and the basketball leagues dates back to October 2021, which was due to expire in June 2026. It has been valued by GlobalData Sport as worth $15 million annually ($75 million across five years). The original relationship between the two parties, meanwhile, dates back to 2008.
For the NBA, this will include the brand expanding its partnership with the NBA Draft, maintaining its role as an associate partner of the NBA Summer League, carrying on as title partner of the NBA Skills Challenge during the All-Star event, and also as presenting partner of over 35 Kia Performance Awards (both monthly and end-of-season).
Across the WNBA, meanwhile, Kia America will also remain the presenting partner for that league's monthly and end-of-season awards, and will also continue as a partner of that league's draft, while - in addition - carrying on as title partner of the KIA WNBA Skills Challenge.
The NBA G League element of this deal, meanwhile, entails the carmaker continuing as title partner for that league's monthly and end-of-season awards.
