Kia Launches Campaign Ahead of FIFA World Cup 2026

Kia Corporation has launched its new global brand campaign, 'Inspiration connects us all,' as it prepares for the 2026 FIFA World Cup. The campaign emphasizes the automaker's commitment to fostering unity and connection among its customers and people worldwide during the global sporting event.

Key components of the campaign include the Kia Official Match Ball Carrier (OMBC) program, which selects young players to deliver the match ball onto the field, and custom display themes for Kia vehicles. The program is also expanded with the inaugural Kia OMBC Cup™, supporting youth football initiatives and bringing young players together with football legends.

Global campaign ambassador Thierry Henry features in three campaign videos that reinforce themes of connection and inspiration. The first video introduces the '49th Team' concept, symbolizing an additional team beyond the official World Cup nations. The second video shows Henry in an interview, and the third, 'The Next Legend,' depicts Henry driving an OMBC participant to the stadium in a Kia vehicle.

Kia has been an official partner of FIFA since 2007, providing mobility services for the organization's global events until 2030. The new display themes will be available for free download via the Kia Connect store in the U.S., Korea, and European countries ahead of the tournament's start.