Kia, celebrating its 24th year as a sponsor of the Australian Open, is launching a full-scale global brand campaign this year along with the official vehicle handover. Notably, this year, all vehicles provided for the tournament have been switched to eco-friendly models, aiming to solidify its image as a global electric vehicle brand.
On the 8th (local time), Kia held the official vehicle handover ceremony for the '2025 Australian Open Tennis Tournament (hereafter 2025 Australian Open)' at Melbourne Park in Victoria, Australia. The event was attended by Damian Meredith, CEO of Kia Australia; Craig Tiley, CEO of the Australian Open Organizing Committee; and Ashley Barty, a world-renowned tennis player from Australia.
The vehicles handed over included 15 EV5s, 10 EV6s, 25 EV9s, and hybrid vehicles, totaling 130 units. Kia is providing all vehicles as eco-friendly models for the first time during its 24 years as an official sponsor.
Additionally, Kia released a brand campaign video centered on its slogan, "Movement that inspires," encouraging tennis lovers to be inspired by Kia electric vehicles to take on new challenges.
The main video, "What’s Your Next Move?" was released at 4 p.m. on the same day, and "Rafa’s Next Move," which captures the daily life of Rafael Nadal, a global tennis star and Kia’s global ambassador, will be available on Kia’s official YouTube channel starting from the 12th.
Meanwhile, during the tournament, Kia will operate a test drive promotion for Uber One members, Uber’s premium membership service, in Melbourne, Australia, featuring the EV5, EV6, and EV9 models.
Furthermore, Kia plans to offer a variety of experiences, including watching the 2025 Australian Open matches, touring Melbourne Park, and local sightseeing in Melbourne, to 90 Kia electric vehicle buyers and test drivers selected from 28 countries worldwide.
The Ball Kids program will also be conducted to expand brand experience among domestic youth. Twenty ball kids, composed of children aged 12 to 15 of Kia vehicle owners, will participate in the 2025 Australian Open from the 4th to the 16th of this month.
Song Ho-sung, President of Kia, said, "As the longest-standing official sponsor of the Australian Open, this year holds special significance as all vehicles, including the globally recognized EV9, are eco-friendly. Kia will strive to promote its brand value to more customers worldwide, starting with the Australian Open."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
