Kia has officially extended its sponsorship deal with the Australian Open tennis tournament until 2028.
In fact, Kia and the tournament’s partnership started back in 2002, meaning that, by the end of the deal the Korean automaker and the Australian Open will have been working together for more than 25 years.
The deal is lucrative, too, having been reported at $20 million per year.
“We could not be more delighted that Kia is extending what is already one of the longest partnerships in Australian sport for another five years,” Australian Open tournament director Craig Tiley said.
“We deeply value our partnership with Kia which has helped the AO to grow and evolve into the globally recognised sport and entertainment event it is today.
“It’s also wonderful to see this year’s fleet include ten all-electric vehicles, in keeping with Kia’s reputation as a contemporary, innovative and responsible company. Fans know the AO has come to town when the AO branded Kia cars emerge across the streets of Melbourne as they ferry players and officials to and from the precinct.
“Kia and the Australian Open are synonymous in many people’s minds, and we look forward to building on this strong and unique partnership for years to come.”
Announcing the deal, reigning men’s champion Rafael Nadal launched a 130-strong fleet of Kias that will move players, officials, and VIPs around Melbourne.
Damien Meredith, Kia Australia chief operating officer, said “It’s been a pleasure to be involved in our own backyard with a world class spectacle like the Australian Open for such a long period of time.
“Both brands have grown and evolved over the course of the partnership and have shared synergies focusing on innovation, technology and sustainability. We’re very proud of our partnership and excited at the prospect of collectively reaching new heights over the next five years.”
