Kia marks 20 years of Australian Open sponsorship with first of its kind experience for tennis fans

In one of the longest sporting partnerships in Australian history, Kia Corporation has marked its 20th anniversary as the major partner of the Australian Open in 2021.

The occasion was marked with the official Australian reveal of Kia’s new logo at the Australian Open vehicle handover ceremony held yesterday at Grand Slam Oval - which features Kia Australia’s first electric vehicle, the Niro.

Current world tennis stars Dylan Alcott and Nick Kyrgios uncovered the new Kia logo as part of the ceremony proceedings, which saw Kia hand over the keys to the Australian Open for its 130-strong fleet of cars dedicated to ensuring players, officials, media and VIP guests are transported securely and in style.

Since 2002, Kia has played a pivotal role in supporting players and promoting the growth of tennis – Kia’s fleet of courtesy vehicles have to date accumulated over six million kilometres and tens of thousands of journeys during the Australian Open.

The Kia Australian Open 2021 fleet comprises a mix of the Korean vehicle manufacturer’s cars and, for the first time ever, the fleet also includes a collection of Kia Niro Hybrid electric vehicles.

Advising that the anniversary represents the strength of the relationship and shared values that exist between Kia and the Australian Open, Kia Australia Chief Executive, James Cho stated “there are few things as exhilarating as watching a tennis game in motion - especially at one of the biggest and most enduring sporting events in the world. The two-decade long partnership between Kia and the Australian Open is a true representation of the passion that exists for the sport.

“The growth and evolution that both Kia and the Australian Open have undergone over the past 20 years is extraordinary. At a time when we have been faced with such unprecedented challenges, we are entering our next phase of growth and innovation as a brand. We are extremely excited for everything that is to come.”

Australian Open Tournament Director, Craig Tiley said the Grand Slam is proud of its long-standing relationship with Kia, adding “Kia has helped drive the success of the Australian Open over the past 20 years, and we’re grateful for their on-going commitment to the tournament.”

With this year’s Australian Open having adapted its on-ground experience to meet COVIDSafe guidelines, Kia has adapted its on-ground presence at Grand Slam Oval in the Melbourne Park precinct.

A first of its kind LED digital cube display will be the focus for Kia’s Australian Open activation - the build consisting of a 12-metre wide by 2.6-metre-tall screen and displays Kia’s new EV vehicles for the first time in Australia.

Titled ‘Kia-Morphia’, the LED digital cube installation will present an immersive, 3D anamorphic illusion created to represent ‘Movement that Inspires’. Featuring impressive animations of Rafael Nadal in action, Kia’s new EV vehicle range and visuals that recreate natural elements to represent the new brand direction, Kia-Morphia showcases a visual feast like no other.

Kia Australia General Manager of Marketing Dean Norbiato said the shift in focus presents a unique opportunity for Kia to secure more engagement and interaction from tennis fans and the public across the Australian Open.

Norbiato advised “putting the fan experience at the heart of our Australian Open experiential strategy has always been key, however with the picture looking a lot different this year we needed to cater for the bigger digital and broadcast audience, which actually could mean more eyeballs than ever before.

“Our Kia-Morphia installation is the first thing that grabs your attention when you visit Grand Slam Oval at Melbourne Park and possesses organic share appeal, which helps carry the new brand reveal further.”

The Australian Open 2021, supported by major partner Kia Motors in association with Emirates, Luzhou Laojiao and Rolex, starts today at Melbourne Park and runs until 21st February.

Main image (from left): Kia Australia Chief Executive James Cho, tennis stars Dylan Alcott and Nick Kyrgis and Australian Open Tournament Director Craig Tiley pictured yesterday. Credit: Australian Open.