VIENNA: One of the rising stars in the ATP circuit, World No.9 Dominic Thiem’s matches can be viewed by audiences free of costs in his home country, Austria on kia.com, the official website of the global automobile manufacturer, Kia Motors. Kia also happens to be one of Thiem’s top sponsors.
After losing a marathon quarterfinal at the US Open 2018 in New York to World No.1 Rafael Nadal, Thiem is set to participate in the ATP 250 tournament in St Petersburg, Russia from 19–23 September 2018. The branded content partnership was brokered by sports management firm, Lagardère Sports.
Rene Petzner, Marketing Director of Kia Austria explains: “By offering free, exclusive streaming of Dominic’s matches in St Petersburg for the first time ever at kia.com, we have given his fans the chance to be part of the action – hopefully all the way to the final!”
Thiem expressed his delight at the development as well.
“I’m happy that my partner Kia has made it possible for my fans to watch my St Petersburg matches live and for free with this ground-breaking project.”
Lagardere Sports’ spokesperson commented on the deal.
“We’re lucky to have an international car brand like Kia at our side for our first co-branded content project. This proves that brands can reach their target audiences meaningfully by broadcasting sports content on their own communication channels, thus activating their partnerships in an innovative way. We are looking forward to our cooperation with Kia!”
