The 2014 Australian Open served by Kia Motors
Kia Motors Corporation has been expanding the scale of its sports sponsorship for some years now. The company is slowly developing itself into a brand designed to appeal to younger drivers with an emphasis on excitement and versatility.
Since its first sponsorship with the Australian Open in 2002, Kia has been participating in the tournament as the Major Sponsor to promote and support this successful event. In January 2013, Kia announced that it will extend its agreement as the major sponsor of the Australian Open for an additional five years through to 2018. This new deal cements Kia as the longest running major sponsor of the event, with 17 continuous years of commitment to the first Grand Slam tournament on the international tennis calendar.
Kia is not only leveraging this sponsorship with event transportation but also providing innovative interactive programs around the tennis court resulting in a rewarding experience for the Brand and its fans.
For fans around the world, Kia has activated a global marketing program called ‘Kia Lucky Drive to Australia’, which has given tennis fans like South Africans Adriaan and Hannelie Van Zyl an opportunity see the 2014 Australian Open action in person.