Kia extends Australian Open sponsorship up to 2028

Kia Corporation announced the extension of its partnership with the Australian Open up to 2028.

To note, the collaboration with the tennis grand slam event began in 2002.

At this year’s Autralian Open (AO23), the Korean automotive manufacturer will highlight its vision and commitment to sustainable mobility while inspiring tennis fans through the “Movement inspires ideas” brand purpose.

Kia recently hosted the vehicle handover ceremony at Federation Square in Melbourne to showcase its role as the major partner for the competition while highlighting its specific involvement for the AO23.

During the ceremony, Kia presented tournament officials a fleet of 130 vehicles featuring the Carnival, Sorento, Sportage and the EV6. Per Kia, the said vehicles will provide safe, comfortable, and efficient transport for players, match officials and VIP around Melbourne for the full duration of the tournament (January 16-29).

“The Australian Open 2023 marks a special moment in Kia’s longstanding relationship with the tournament, as we delightedly announce the renewal of our partnership for another five years until 2028,” Kia Global Brand and Customer Experience Head Artur Martins was quoted as saying.

“The event provides the perfect global showcase for Kia’s corporate vision of becoming a sustainable mobility solutions provider,” he added.

Those who will visit the newly-created Grand Slam Oval booth will get to see the EV6 GT.

Further, the company said that the fans can also enjoy the interactive game “Make your move” wherein they can copy the moves of defending Australian Open champion Rafael Nadal to generate electricity with their footsteps using a special floormat, which will be used to power the Kia EV6 vehicles in the AO23 fleet.

“The unique partnership between Kia and the Australian Open has proven to be one of the most successful in the sporting world and pivotal to the event's ongoing success. We are honored that Kia has chosen to extend its role as the Australian Open Major Partner through 2028,” Australian Open tournament director Craig Tiley shared.

“It is fascinating to see the latest sustainable technical innovations our friends at Kia bring to the AO every year, and we are excited to see what they have in store for fans at this year’s event,” he noted.

In addition to presenting a suite of specially-developed digital content brand campaigns during AO23, Kia is also hosting 20 children from the Rafa Nadal Foundation at the Kia Clubhouse event. The visit will enable the children to create unforgettable memories from experiences such as watching AO matches at Rod Laver Arena, participating in a tennis clinic and enjoying a variety of cultural activities in Melbourne.

Photos from Kia

Also read:

Hyundai, Kia present ZER01NE Creative Platform

Kia’s global sales increase in 2022

Kia deploys more than 300 vehicles in FIFA 2022