Kia Corporation is reaffirming its commitment to sustainability and innovation as the Major Partner of the Australian Open (AO25), the Asia-Pacific’s premier Grand Slam tennis event. Marking its 24th year as the tournament’s longest-serving partner, Kia has supplied an electrified fleet of 130 vehicles to support AO25, underscoring its dedication to a cleaner, greener future.
An Electrified Fleet for a Sustainable Future
At a ceremonial vehicle handover at Melbourne Park on January 8, Kia presented tournament officials with a groundbreaking fleet composed entirely of award-winning electric and hybrid vehicles. Among the 130 vehicles are 25 units of the flagship Kia EV9, 15 EV5s, 10 EV6s, 30 Carnival HEVs, 25 Sorento HEVs, and 25 Sportage HEVs.
This year marks a significant milestone, as it is the first time the Australian Open will operate with a fully electrified official vehicle fleet. These vehicles will transport players, match officials, and VIPs across Melbourne from January 12–26, combining luxury, safety, and sustainability to create an unparalleled experience.
“Kia’s partnership with the Australian Open has always been about pushing boundaries and inspiring movement,” remarked Ho Sung Song, Kia President and CEO. “This year, we take our commitment further with our electrified fleet, reaffirming our dedication to sustainable mobility while supporting one of the world’s most prestigious sporting events.”
Celebrating Progress with the AO25 Campaigns
Kia is leveraging AO25 to launch two ambitious campaigns: ‘What’s Your Next Move?’ and ‘What Moves You?’, which aim to engage tennis fans globally and locally. These initiatives reflect Kia’s ethos, “Movement That Inspires,” celebrating progress and encouraging audiences to embrace new challenges.
The ‘What’s Your Next Move?’ campaign highlights the energy and innovation of Kia’s electric vehicles, particularly the EV3 and EV5, and includes the compelling documentary film, ‘Rafa’s Next Move.’ The film delves into Rafael Nadal’s legacy at the Australian Open while showcasing his interests outside of tennis, reinforcing the brand’s narrative of movement and inspiration.
‘What Moves You?’, a four-episode digital series produced in collaboration with Tennis Australia, explores the personal journeys of tennis players, focusing on their passions beyond the court. Filmed inside the Kia EV5 and EV9, the series illustrates how innovation and progress drive both athletes and the Kia brand.
Immersive Fan Experiences and Global Engagement
Kia is going beyond transportation to create unforgettable moments for fans, customers, and influencers during AO25. Highlights include:
- Exclusive Experiences for Kia Customers: 90 Kia EV owners, selected through promotional activities, will attend live matches and enjoy behind-the-scenes tours of Melbourne Park.
- Global Influencer Teams: Ten influencer groups will drive Kia EVs around Melbourne, sharing engaging content from AO25 with their followers worldwide.
- Official Ball Kids Program: Twenty children from Korea will serve as official ball kids, experiencing the excitement of being on court alongside tennis legends while exploring Melbourne’s vibrant culture.
A Shared Vision for Sustainability and Innovation
Craig Tiley, Australian Open Tournament Director, emphasized the synergy between Kia and the Australian Open: “The Australian Open and Kia share a commitment to cultivating and celebrating the spirit of progress, making us ideal partners. This year’s fleet of 130 electrified vehicles demonstrates both Kia and the AO’s dedication to sustainability and innovation.”
The iconic presence of Kia’s electrified fleet in Melbourne symbolizes the arrival of AO25, generating excitement and anticipation for tennis fans worldwide.
Driving the Future of Mobility
Kia’s involvement in AO25 is not just about supporting a world-class sporting event—it’s a testament to the brand’s vision for sustainable mobility. By showcasing its EV lineup, engaging fans through innovative campaigns, and providing electrified transport for tournament operations, Kia demonstrates how movement, progress, and inspiration go hand in hand.
As the energy of AO25 unfolds, Kia continues to lead the charge in redefining the future of mobility—one electrified vehicle at a time.
