Kia Is Ready to Score During RecessionMoon Ihlwan
Rafael Nadal reduced Roger Federer to tears by seizing the Australian Open tennis championship on Feb. 1, but execs at the Seoul headquarters of Kia Motors couldn't have been happier. Nadal, the reigning French Open and Wimbledon champion, has had a sponsorship deal with the Korean automaker for 2-1/2 years, and his victory marked the culmination of Kia's aggressive promotion of itself during the two-week tournament in Melbourne. Spectators in the Rod Laver Arena or watching on TV couldn't escape the oblong Kia logo plastered all over the venue.
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