Kia is taking the opportunity of AO25 to underscore its dedication to making all-electric and hybrid cars accessible to a greater number of people, with the official vehicle fleet and a series of fan engagements. The company is showcasing its full all-electric lineup (EV3, EV5, EV6 and EV9) throughout the tournament while offering fans the opportunity to engage with EV technology at major touchpoints across Melbourne Park.
"We are delighted to continue our close relationship with Kia, the Australian Open’s longest-serving partner and one of the most enduring sports sponsorships in Australia," said Craig Tiley, Australian Open Tournament Director. "The Australian Open and Kia are both committed to cultivating and celebrating the spirit of progress – making us ideal partners."
"We are delighted to share that this year’s fleet of 130 Kia vehicles is made up entirely of award-winning all-electric and hybrid models, demonstrating both Kia and the AO's commitment to sustainability and innovation. When Kia's iconic AO cars start appearing on Melbourne’s streets, the city knows that the AO has arrived, creating an unbeatable atmosphere and buzz."
As part of AO25, Kia is introducing its latest brand campaign, ‘What’s Your Next Move?’, featuring the Kia EV3 globally and the EV5 locally, to engage tennis fans during the Australian Open. This campaign, aligned with Kia's brand ethos, "Movement That Inspires," showcases the energy and progressiveness of AO25 while encouraging audiences to take on new challenges. In particular, the documentary film ‘Rafa’s Next Move’ illustrates Nadal’s story at the Australian Open and his day-to-day interests outside of tennis.
Kia is teaming up with Tennis Australia again to produce an inspiring four-episode digital series titled ‘What Moves You?’. This series will explore the personal stories of current tennis players delving into what fuels their passion beyond the tennis court. Through candid interviews conducted inside the Kia EV5 and EV9, the series highlights how these athletes find inspiration in their lives and promotes Kia’s electric vehicles as symbols of innovation and movement.
Furthermore, Kia has launched a series of programs to create unforgettable experiences for its customers and fans during AO25. 90 Kia customers from around the world, selected through promotional activities after test-driving and purchasing Kia EVs, will join live match viewing and a special tour of Melbourne Park. Ten influencer teams will also attend the event as guests of Kia and create engaging content from AO25 as they drive through the city of Melbourne in Kia EVs.
In another initiative, 20 children in Korea have been selected as official Ballkids for AO25. These children will also enjoy once-in-a-lifetime experiences, such as being on the court with the world’s best players, engaging in tennis activities, and exploring Melbourne's rich culture and iconic attractions.