Kia Motors is an Official Partner of the UEFA Europa League. As part of this sponsorship, Kia had the opportunity to host a Trophy Tour during the knockout stages of the 2018/19 competition.
Rather than just facilitating an opportunity for fans to see the Trophy, Kia used the Tour as a platform to deliver a European-wide football boot collection: fans were encouraged to donate unwanted boots which – following the campaign – were taken to the Zaatari refugee camp in Jordan.
The UEFA Europa League Trophy Tour driven by Kia was launched in Switzerland then comprised eight stops and 14,890 miles across Spain, Germany, England, France, Italy and Russia, collecting football boots along the way.
STRATFORD, ENGLAND – APRIL 06: during the UEL Trophy Tour Driven by Kia as it visits London on April 06, 2019 in Stratford, England. (Photo by Christopher Lee/Getty Images for Kia)