Kia extends partnership with Australian Open to 2028

MANILA: Kia Corporation has announced that it will be extending its support to the Australian Open until 2028, continuing the brand's successful connection with the renowned tennis Grand Slam competition that started in 2002.

At the Australian Open 2023 (AO23), Kia demonstrates its commitment to and vision for sustainable mobility while inspiring tennis fans with its “Movement inspires ideas” brand purpose.

Kia held an official vehicle handover ceremony in Federation Square in Melbourne, Australia on January 10 to acknowledge its continued role as the Major Partner of the Australian Open and to highlight its commitment in AO23. Two-time Australian Open champion and Kia Global Ambassador Rafael Nadal, together with Kia and Tennis Australia executives, graced the occasion.

Kia turned over a fleet of 130 vehicles to the tournament's officials. The fleet includes Kia Carnival, Kia Sorento, Kia Sportage, and the fully electric Kia EV6. The vehicles shuttle players, match officials, and VIPs safely, comfortably, and efficiently throughout Melbourne for the entire tournament period.

“The Australian Open 2023 marks a special moment in Kia’s long-standing relationship with the tournament, as we delightedly announce the renewal of our partnership for another five years until 2028. The event provides the perfect global showcase for Kia’s corporate vision of becoming a sustainable mobility solutions provider,” Kia Global Brand and Customer Experience Head Artur Martins stated.

AO23 visitors get the chance to interact with representatives from Kia and discover more about the brand's commitment to maintaining its leadership in sustainable mobility. Kial displays its all-new, high-performance, fully electric EV6 GT at the newly established Grand Slam Oval booth.

Fans also get the chance to follow, quite literally, the footsteps of their heroes at Kia Arena as part of the “Make your move” interactive game. The 5,000-seat Kia Arena was established as the fourth-largest tournament venue at Melbourne Park last year. Fans can try to mimic Nadal's movements while watching the defending Australian Open champion play on a big screen, and they can also use a special floor mat to generate electricity with their footsteps, which will then be used to power the Kia EV6 units 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. 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,” Australian Open Tournament Director Craig Tiley said.

Kia is not only showcasing a range of specially developed digital content brand campaigns throughout AO23, but is also hosting 20 children from the Rafa Nadal Foundation at the Kia Clubhouse event. The visit will give the children the chance to make memorable experiences from events like watching AO matches at Rod Laver Arena, taking part in a tennis clinic, and enjoying Melbourne's various cultural activities.

Photos from Kia Corporation

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