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Kia Motors has been named as an official partner for the Uefa Europa League for the next three-years.

As part of the partnership, Kia will introduce a series of new programs and initiatives like its ‘official match ball carrier’ youth program to increases the awareness of its brand and engage with fans worldwide.

The car brand will also operate on- and off-line ticket promotions for local football fans in each country. The carmaker will collaborate with Uefa in carrying out the first UEFA Europa League ‘Trophy Tour’.

Kia will further support Uefa's online game, UEL Daily Fantasy where each day’s top performers will win exclusive football-themed prizes.

The company is already an official sponsor to major regional and global sports events like the Fifa World Cup, Uefa European Championship, and Copa América. Kia has also been the major sponsor of the Australian Open tennis championship every year since 2002.