SEOUL, Korea – Kia Corporation has officially renewed its partnership with tennis legend Rafael Nadal, marking the continuation of an enduring affiliation that has transcended traditional sponsorship for over two decades. Nadal returned to Korea for the first time since 2013 to celebrate the announcement and connect with fans and rising tennis talent under the theme “The Road Ahead.”
The story of Kia and Nadal began in 2004, when Kia Spain sponsored the then-rising star. Following his first Grand Slam triumph at the 2005 French Open, Nadal was appointed Kia’s global brand ambassador in 2006, cementing a partnership built on shared values of resilience, determination, and the pursuit of excellence.
“Kia and Rafael Nadal have shared a spirit of determination and a passion for the sport of tennis since we first joined hands in 2004,” said Ho Sung Song, President and CEO of Kia Corporation. “As we set out on a new chapter of our journey together, Kia will continue to build on our partnership with Rafael Nadal to bring positive inspiration to fans and young athletes around the world.”
Nadal echoed the sentiment: “I would like to thank the Kia family for their enduring support and friendship throughout our 21 years together. Our partnership began when I was very young and has lasted over two decades, a powerful statement of our shared values. Going forward, I am sure we will continue to work together and inspire each other toward growth and innovation.”
Ahead of the official renewal ceremony at Kia Unplugged Ground, the company’s flagship brand space in Seongsu, Seoul, Nadal participated in an exclusive tennis clinic with Korea’s top 20 junior players at Tenez Park in Walkerhill Hotel. Coaches from the Rafa Nadal Academy guided the sessions, selecting two standout players to join the High Performance Tennis Junior Camp in Spain next year.
Later, a fan-focused event provided tennis enthusiasts and influencers the chance to meet Nadal in person, explore his journey, and gain insights into his life and career through an interactive Q&A session.
Complementing the celebrations, Kia has launched a pop-up event at Kia Unplugged Ground, running until 9 November. The immersive space highlights Nadal’s career milestones and the history of his partnership with Kia, while also showcasing the brand’s latest vehicles, including the PV5 Passenger and the EV9 ‘GT-Line’—the latter of which Nadal personally drives.
Kia’s commitment to tennis extends beyond its partnership with Nadal. Earlier this year, the company continued its long-standing relationship with the Australian Open, serving as Major Partner for AO25 for the 24th consecutive year—the longest-running major partnership in the tournament’s history.
The renewal of Kia and Nadal’s partnership not only celebrates past achievements but also looks forward to inspiring the next generation of athletes and fans worldwide, proving that some partnerships, like true champions, only grow stronger with time.
