Kia extends official sponsorship of Australian Open until 2028

Kia Corp. said that it would extend its sponsorship of the Australian Open, one of the world's four major tennis tournaments, until 2028.

 

On Tuesday, Kia held a vehicle delivery ceremony at Federation Square in Australia's Melbourne, attended by officials from the Australian Open, and extended the deal as the top-tier sponsor for another five years.

 

Kia, which has officially sponsored the Australian Open for 21 consecutive years since its first sponsorship in 2002, has been active as the top-tier sponsor for a total of 27 years until the latest renewal.

 

The Korean carmaker has undertaken various activities such as providing official vehicles, holding vehicle exhibition shows, and running promotional booths during the event every year.

 

A total of 130 vehicles, including 70 Carnivals, 30 Sorentos, 20 Sportages, and 10 EV6s, will be used for carrying players and officials during the event.

 

In Melbourne Park, where the competition will be held, an exhibition booth for the EV6's top, high-performance model EV6 GT will be set up, and various events are to be held to promote Kia's eco-friendly technology.

 

Kia also plans to invite 20 children in the Nadal Foundation to the game played by its brand ambassador Rafael Nadal and take them on a tour in Melbourne.

 

"The 2023 Australian Open is an occasion that celebrates the special partnership between Kia and the Australian Open. Through the Australian Open, Kia wants to publicize its brand vision as a sustainable mobility solution provider to the world," said Arthur Martins, head of Kia's Global Brand and Customer Experience Division.

Write to Hyung-Kyu Kim at khk@hankyung.com