NBA superstar LeBron James has been chosen as Kia Motors America’s K900 Luxury Ambassador. The Cleveland Cavaliers’ forward is set to appear and give a boost to the automaker’s “Fit for a King” marketing campaign which will be launched at the start of the 2014-2015 NBA season on October 28.
The period of the deal is not yet revealed, but according to sources in the industry, the lucrative deal will command a multi-million per year contract.
James has stated his fondness for the luxury sedan last August through his Instagram account as he posted a picture of the vehicle that comes with a description that reads, “Rolling around in my K900. Love this car!”
James also said, “I was a Kia K900 driver and fan before we decided to become partners, so I’m really excited to be Kia’s first-ever luxury ambassador,” James added, “This partnership is about the power of great style and performance. Kia and the K900 are out to challenge conventional wisdom and show people how to think differently, and I can relate to that. For me, a partnership has to be authentic and real to who I am, and that’s what makes this one so special.”
The basketball star is already endorsing the brand as he was shown driving in black K900 in the latest TV advertisement of, McDonald Corp., which also allowed Target Corp. and Hasbro’s Rich Uncle Pennybags from the Monopoly game to hug the limelight.
Kia’s vice president of marketing communications, Tim Chaney stated, “We were honored to learn that one of today’s most influential athletes and tastemakers recognized something different was going on at Kia and wanted to check out our new flagship sedan.”
James now joins Kia’s elite lineup of brand ambassadors that include Los Angeles Clippers power forward Blake Griffin, Spanish tennis superstar Rafael Nadal, and reigning U.S. Women’s Open champion Michelle Wie.
According to New York-based Kantar Media, Kia has purportedly shelled out $403 million on its marketing campaign in 2013 and $235.6 million in the first six months of this year.