Kia Launches FIFA World Cup 2026™ Global Campaign with Fans

As the official mobility partner of the FIFA World Cup 2026™ (hereafter referred to as the 'FIFA World Cup'), Kia is supporting the tournament by launching a campaign that brings together youth players and football fans from around the world.

First, on Thursday, 11 June (local time), to coincide with the start of the World Cup, Kia released a 'Hero Film' cheering on the journey of youth football players who will become the stars of tomorrow, in line with Kia's World Cup brand message, 'Inspiration connects us all'.

The Hero Film follows the journey of youth players selected for Kia's 'Official Match Ball Carrier (OMBC)' programme, who deliver the match ball to the referee and walk out with the players at World Cup matches. The film shows them receiving encouragement and support from football legends representing their countries, including Thierry Henry, as they take to the World Cup stage.

The video focuses on the youth players making their way towards the World Cup stage, created by the dreams and passion of football fans worldwide, and captures moments of tension, anticipation, and excitement. It conveys the message that the World Cup experience offers young players infinite possibilities for growth and inspiration.

From Friday, 12 June (local time) to Friday, 10 July (local time) during the World Cup, Kia will set up booths in host cities and stadiums, including Los Angeles and Dallas in the United States, and operate experience programmes for football fans to participate in.

Taking inspiration from the fact that this World Cup is the first ever to be co-hosted by three countries (the United States, Canada, and Mexico), Kia has created an exhibition space with a triangular structure and a sleek design. Through ▲ vehicle displays themed around the host countries and cities, and ▲ a programme allowing fans to create customised player cards featuring themselves wearing the kit of the country they are supporting, Kia will offer customers a brand experience that combines football and mobility.

During the tournament, Kia will deploy a total of 660 vehicles from its popular North American line-up, including the Telluride, Sportage, Carnival, EV9, and K4, to support matches and various events. In Los Angeles (USA) and Vancouver (Canada), Kia will also operate a shuttle service with around 70 vehicles to ensure convenient travel for customers.

In particular, the shuttle vehicles' infotainment systems will feature ▲ a World Cup display theme that brings the tournament atmosphere to life, and ▲ a 'The 49th Team' theme symbolising the youth players participating in the OMBC programme. This allows customers to use the shuttle not just as a means of transport, but as a platform to expand their mobility experience.

Meanwhile, Kia has been an official FIFA mobility partner since 2007, and plans to continue providing mobility solutions at various global tournaments through to 2030.