You may have noticed that the 2021 PBA Tournament of Champions has a corporate name attached to it: Kia.

The automobile company has signed on as an “official media sponsor” of the PBA Tour. Kia passed on advertising during this year’s NFL Super Bowl game in order to increase its charitable donations to help America’s homeless youth.

Snickers also has been added as an “official sponsor” of the PBA, joining the USBC and title sponsor Guaranteed Rate.

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