Kia has renewed its commitment as the headline partner of the women’s team of Surrey County Cricket Club, extending the partnership through to the end of 2029. The six-figure agreement marks the largest standalone sponsorship deal with a domestic women’s cricket team, further cementing Kia’s long-standing support for the sport.
As front-of-shirt sponsor across all formats, including T20, One Day Cup, and training kits, Kia will continue to champion Bryony Smith’s squad as they aim to defend their Vitality T20 Blast title in the 2026 season. Fans will be able to follow the team’s journey not only at the Kia Oval but also through Surrey’s and the team’s digital channels, bringing global attention to women’s cricket.
A key element of the renewed partnership is an all-new Kia-supported podcast, offering supporters behind-the-scenes access to players and an intimate look at the world of the Three Feathers. Alongside this, popular fan experiences at the Kia Oval will return, including the bespoke ‘Best Seats in the House’ zone and the £1,000 ‘Kia Catch’ promotion, allowing spectators to win by catching a six in the stands. Kia will also invite a young fan to hand the ’Player-of-the-Match’ Award in each of the 12 women’s games at the Kia Oval, creating lasting memories for the next generation of cricket supporters.
Paul Philpott, President and CEO of Kia UK, commented: “It is our great pleasure and privilege to have sponsored the Surrey County Cricket Club for over 15 years, including helping to raise the profile of women’s cricket. Now, we’re delighted to extend our sponsorship to include the women’s team, the largest of its kind in domestic women’s cricket, demonstrating our commitment to inclusion, our shared values, and the sport.”
Steve Elworthy MBE, Chief Executive Officer at Surrey CCC, added: “Kia has played a trailblazing role in championing women’s cricket in the UK and inspired a generation of young girls to take up the sport. Our relationship with Kia is built on a foundation of common values, with promoting and celebrating women’s cricket being a core commitment for both of us. It is outstanding to see Kia reaffirm support of our women’s team, who made us all extremely proud in their debut season by winning the women’s Vitality Blast trophy in front of a record home crowd.”
Kia’s involvement in cricket stretches back to 2011, when the partnership with the Kia Oval laid the groundwork for a long-term commitment. The brand supported England Women during their victorious 2013 Ashes campaign and became official partner and car of the national team from 2014 to 2016. Kia transformed the domestic game with the launch of the ‘Kia Super League’, the first standalone title sponsorship for women’s cricket in England, and further expanded its initiatives to grow grassroots participation with competitions like the ‘Kia Summer Smash’. In 2024, Kia extended its Surrey partnership through 2029, making it the longest in the club’s 180-year history, before sponsoring the women’s team to 2029 this year.
Through continued investment and innovative fan experiences, Kia is helping to shape the future of women’s cricket in England, inspiring the next generation of players, and providing supporters with unforgettable memories at the Kia Oval.
