MELBOURNE: South Korean auto major Kia Motors has agreed a record payout to extend its partnership with the Australian Open for a further five years to 2023.
The new sponsorship deal is the biggest in Australian sporting history, worth more than the annual A$16 million ($12.92 million) the AFL (Australian Football League) receives from its major partner, Toyota, according to the Australian Financial Review.
The signing makes Kia the longest-running major sponsor of the tennis tournament, having started the relationship in 2002. News of the renewal preceded the finals of this year’s Australian Open, which saw Denmark’s Caroline Wozniacki defeat Simona Halep of Romania in the women’s competition to take her first Grand Slam title, before Swiss great Roger Federer beat Croatia’s Marin Čilić in a five-set thriller to secure his 20th Grand Slam title.
For Kia, South Korea’s own Hyeong Chung’s run to the semi-finals, the first Korean to do so at a Grand Slam, would have been an added bonus.
Kia is one of a number of significant sponsorship partners for the tournament, along with Jacob’s Creek, Emirates, Country Road, Barilla and Rolex, among others.
Over the last 17 years, Kia’s courtesy vehicles have accumulated close to six million kilometres, making tens of thousands of journeys carrying tennis players, match officials and other VIPs in comfort and safety around host city Melbourne.
Tennis legend Rod Laver, whose name is shared with the main Australian Open arena, took part in Saturday’s signing ceremony.
“It has been an incredible partnership for Kia Motors, fully aligned to the youthful spirit of our brand,” Byung Yun Park, executive vice president at Kia Motors Corporation, said. “We are excited to be part of the world’s most thrilling Grand Slam tennis tournament for another five years. I’d like to thank everyone at Tennis Australia and everyone involved in organizing this incredible event for their hard work in providing unforgettable experiences, every year.”
“We are delighted to announce we will be extending the wonderful relationship with our major sponsor, Kia Motors, for a further five years,” Craig Tiley, director of Australian Open Tournament, said. “The Australian Open and Kia Motors partnership is one of the great success stories in Australian sport. Our incredible 17-year journey continues to evolve and is indicative of the extraordinary growth experienced by both our organizations during this time.”
To celebrate its long-term commitment to the game of tennis, Kia will roll out various new on- and off-line activities for tennis fans around the world to enjoy over the coming years. The company will show the fans its power to surprise with dynamic and exciting experiences that go beyond their expectations.
