Kia Strikes Advertising Gold With Its Australian Open Sponsorship

Tennis ball hitting to net on blur court background
B&T Magazine
By B&T Magazine
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Kia has joined OSAKA AND DJOKOVIC AS AUSTRALIAN OPEN WINNERS THANKS TO ITS SPONSORSHIP OF AUSTRALIA’S LARGEST TENNIS TOURNAMENT.

A Roy Morgan report revealed nearly 3.5 million Australians now associate Korean car company Kia with the year’s first Grand Slam tournament, which is equivalent to 17 per cent of the Australian population aged 14 or older.

Australian Open Associate Partner ANZ is associated with the tournament by nearly two million Australians, equivalent to 10 per cent of the population.

Roy Morgan CEO, Michele Levine, said major sponsors of the Australian Open Kia and ANZ are the most recognised sponsors of the tournament, particularly by Australians who play tennis.

She said: “The Australian Open, which wrapped up last week, had a record-breaking year with over 780,000 Australians heading to Melbourne Park during the two weeks of the tournament – an average of over 55,000 each day.

“The stunning success of the tournament means companies the world over are keen to be associated with such a huge event watched by tens of millions of fans around the world, including millions of Australians”.

Adidas and Nike – who both personally sponsor several leading tennis players – are associated with the Australian Open by nine per cent and eight per cent of Australians respectively.

Nearly a third of Australians who play tennis associate Kia with the Australian Open and 19 per cent associate ANZ with the tournament.

Adidas (14 per cent of tennis players) and Nike (13 per cent) are regarded by many tennis playing Australians as being associated with the tournament while official sponsors Emirates (seven per cent), Dunlop (four per cent) and Optus (four per cent) are also associated with the Australian Open by those Australians who play the sport.

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