Today: Last Update:

  • Kia and Dugout have surprised young fans from Spain, Italy and the UK during the UEFA Europa League's pause


    7 August 2020: Kia Motors Corporation, official partner of the UEFA Europa League, has surprised young football fans across Europe with an exclusive opportunity to meet three footballing icons.

    Following the UEFA Europa League’s return to action and Sevilla FC’s Round of 16 tie against AS Roma, Dugout has launched the final episode of Kia’s ‘Hero’s Walk, At Home,’ series which sees Sevilla FC club legend, Luis Fabiano, surprise one lucky fan with an unexpected video call.

    Kia has ensured young football fans, who would ordinarily walk out of the tunnel ahead of UEFA Europa League games as Official Match Ball Carriers, continue to have the opportunity to meet their heroes. Working alongside Dugout, Kia has remotely connected young fans and star players so that they can still experience a memorable moment by meeting some of Europe’s top players. Previous episodes have included Manchester United FC’s Bruno Fernandes and ex FC Internazionale Milano player, Esteban Cambiasso.

    After being launched by some of the world’s largest football clubs − including A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid – Dugout now activates brand partnerships in more than 30 countries. The leading digital media company distributes more than 3,500 brand-safe, professional videos a month delivering in excess of 400 million views globally and growing.

    Elliot Richardson, Chairman and Co-Founder of Dugout, said:

    “Kia Motors’ ‘Hero’s Walk, At Home’ series has provided some truly heart-warming and special moments during a period that has been very difficult for us all.

    “We’re proud that we’ve been able to share this compelling content with the global football community. We look forward to future activations that continue to excite football fans and strengthen their connection to the Kia brand.”

    Michael Choo, General Manager at Kia Motors Corporation added:

    “With the global pandemic pausing live sport, we had to re-evaluate how we could still activate our sponsorship of the UEFA Europa League. We’re very pleased that we’ve been able to give children the opportunity to meet their idols and create a series of videos that are touching – and also effective at deepening our brands’ connection with European football and its passionate fanbase.

    “Dugout has been an invaluable partner to us and we’re delighted we’ve been able to share these moments around the world.”

    Kia’s ‘Hero Walks, At Home’ series can viewed via:




    As a service to our readers, Around the Rings will provide verbatim texts of selected press releases issued by Olympic-related organizations, federations, businesses and sponsors.

    These press releases appear as sent to Around the Rings and are not edited for spelling, grammar or punctuation. 

    25 Years at #1: Your best source of news about the Olympics is, for subscribers only