Kia Corporation announced today the launch of its global brand campaign for the upcoming FIFA World Cup 2026, titled “La inspiración nos conecta a todos” (In English: Inspiration connects us all). The campaign aims to promote unity among people worldwide during this iconic sporting event.
Key Takeaways
- Kia introduces its Official Match Ball Carrier program, featuring 104 children aged between 10 and 14 delivering match balls before games.
- The company will host the first-ever Kia OMBC™ Cup as part of its support for global youth football initiatives.
- Three teaser videos with Thierry Henry highlight the campaign’s message emphasizing unity through inspiration.
Kia’s senior vice president and director of Global Brand Division, Chang Sung Ryu, said that the World Cup is more than a sports event; it celebrates culture uniting people globally. The brand aims to help fans worldwide enjoy their experience by reflecting its vision as a sustainable mobility solutions provider.
The Kia Official Match Ball Carrier (OMBC) program selects children from around the world to present match balls to referees before each game during the World Cup. For 2026, up to 104 participants aged between 10 and 14 years will have a chance to join professional players on the field.
Kia is expanding its OMBC program by organizing the first-ever Kia OMBC™ Cup as part of its support for youth football initiatives globally. Participants in this initiative can take part in local trials leading up to regional tournaments, featuring former soccer legends representing their countries and FIFA World Cup ambassador Thierry Henry.
The campaign’s core message revolves around unity through inspiration, encapsulated by Kia’s Official Match Ball Carrier program highlighted via three teaser videos with global ambassador Thierry Henry. The first video introduces the concept of “Team 49,” a group that includes OMBC participants and former soccer stars.
Frequently Asked Questions
How does the Official Match Ball Carrier program work?
Kia’s OMBC program selects children aged 10 to 14 from around the world who will present match balls before FIFA World Cup games. For the upcoming tournament, up to 104 young participants will be chosen.
What is the Kia OMBC™ Cup?
The first-ever Kia OMBC™ Cup features youth football tournaments for selected children participating in the Official Match Ball Carrier program. These events aim to support global soccer development initiatives and involve former players representing their countries.
Kia’s campaign showcases its commitment to fostering unity through inspiration, uniting people worldwide during this major sporting event.
