Corporate / Events
Kia Motors Extends Major Sponsorship of Australian Open January 11th, 2013
Kia Motors announced at its Australian Open 2013 vehicle handover ceremony that it will extend its agreement as the major sponsor of the Australian Open for an additional five years through to 2018. The new deal cements Kia as the longest running major sponsor of the event, with 17 continuous years of commitment to the first tennis Grand Slam® tournament of the year.
The sponsorship rights of the renewed agreement will remain largely the same, with a host of new marketing programs to be introduced by Kia at the Australian Open over the next five years. Kia will continue to supply more than 100 official tournament vehicles each year for the safe transportation of players, officials and visitors. In addition, branded and integrated on- and offline experiences, such as the interactive Grand Slam Oval fan area at Melbourne Park, the live site at Fed Square in Melbourne, ‘Kia Fan of the Day’ and ‘Kia Fan of the Tournament’ contests will continue to boost fan engagement and excitement.
The five-year extension was announced at Melbourne Park by executive management of both Kia Motors Australia and Tennis Australia at the official vehicle hand-over ceremony for Australian Open 2013. An official signing ceremony will follow on 25 January.
Grand Slam Oval is an interactive fan area adjacent to the tournament stadiums and will host the Kia marquee and promotional events to expand the Kia brand experience for all patrons. Throughout the tournament, Kia vehicles will be displayed aroundMelbournePark, and Kia experience kiosks will host a range of fun activities for fans.
‘Kia Fan of the Day’ and ‘Fan of the Tournament’ are contests in which photos of creatively dressed fans are posted on australianopen.com and winners are chosen through online voting. The ’Kia Lucky DrivetoAustralia’, where customers can win an all expenses paid trip to the Australian Open, will also continue.
Kia will also continue to actively share the Australian Open experience with millions of subscribers, followers and fans across online and social communication channels. Kia’s official Facebook page is currently hosting an ‘Ask the Tennis Stars’ event that relays fan questions to players via a display screen during ‘Open Drive’ interviews conducted in Kia vehicles.
The Australian Open was Kia Motors’ first ever major international sports sponsorship. Since 2002, the company has deepened its relationship with tennis by adopting tennis stars such as Andre Agassi, previously, and Rafael Nadal, currently, as global brand ambassadors. The company has also built closer ties with a range of sports, including major global and local sponsorships in football and extreme sports.
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