Kia has been announced as one of the official sponsors of the UEFA Euro 2008 football competition, which will take place in June.
Kia will provide 265 vehicles and 463 days worth of bus travel to the players and teams involved in the Austrian and Swiss qualifying matches before the finals which will take place in Vienna.
Kwang-Ho Nam, president of Kia Motors Europe, said: "Kia Motors sees participation in football as an integral part of our vision to become a formidable player on the global automotive stage.
"In line with our young and energetic brand identity we have made a strategic effort to ramp up our presence in major sports sponsorships to boost Kia’s brand awareness worldwide."
In another sponsorship deal, Kia is associated with both the 2010 and 2014 FIFA World Cups.