Peter Lyon
December 9, 2025
To be bluntly honest, I bet the Kia Corporation is wondering—should we, or shouldn’t we? And after the Trump fiasco last week, I’m sure you know what I’m referring to. Apart from the fact that Trump’s ICE goons threw a bunch of Hyundai (Kia’s sister company) employees in shackles and chains outside a car plant in Georgia recently, crushing decades of goodwill, the fact that Kia still plans to sponsor major sporting events in the US like the FIFA World Cup boggles the mind. Korea-US relations are strained now—to say the least.
And we can also not ignore the unsanctioned presentation of a trophy and peace award to Trump from the president of FIFA only a few days ago—which caused strong controversy and uproar around the world.
Shocking revelation from the White House
And thirdly, we cannot ignore the mad comments of the Oval Office occupant—after being gifted that made-up peace medal—who suggested that American football should be renamed “something other than football.” Why? Because soccer is really the only real “football.” Ah dear, more deflection from the king of distraction.
Anyway, let’s see what Kia have to say about its new relationship with FIFA. Kia announced today the launch of its global brand campaign for FIFA World Cup 2026 under the banner ‘Inspiration connects us all.’
The new campaign highlights the brand’s commitment to promoting unity, not only between Kia and its customers, but among people around the world during the iconic global sporting event.
The key components of the campaign include the Kia Official Match Ball Carrier (OMBC), Display Themes for Kia vehicles, and campaign videos which convey the broader message of connection through inspiration.
Chang Sung Ryu, Senior Vice President and Head of Kia’s Global Brand & Customer Experience Division, commented: “The FIFA World Cup is more than a sporting event, it is a cultural celebration that brings the world together. This campaign embodies Kia’s core message ‘Inspiration connects us all’ and aims to help fans around the globe enjoy their experience to the fullest, reflecting the company’s vision as a sustainable mobility solutions provider that enables connection and inspiration beyond the road.”
What is the Kia Official Match Ball Carrier program?
The Kia Official Match Ball Carrier sees children from countries around the world selected to deliver the official match ball to World Cup referees, before each match. For the upcoming World Cup, a total of 104 participants aged between 10 and 14 will be given the chance to enter the field alongside the world’s best players.
The company is also expanding the OMBC program by hosting the first-ever Kia OMBC Cup as part of its support for global youth football initiatives. The OMBC participants will be given the opportunity to play in a youth football tournament, selected through local try-outs. The event will feature participation from former football legends, who will represent their countries, including global World Cup ambassador and football icon Thierry Henry.
CARLIST THOUGHTS
I can foresee the Kia-FIFA relationship going south before it picks up and reaches an agreement—as we just don’t know—no one knows (!!), what Trump will do or say in the next few months, or even days, to scuttle the preparation for this major global event next year.
