Kia has extended its support of the Australian Open to 2028, continuing the brand’s partnership with the tennis Grand Slam that was first initiated in 2002.
At the Australian Open 2023 handover ceremony, Kia highlighted its sustainable focus through the handover of the 130-strong fleet.
Committed to the event each year for the safe transportation of all players and officials, the fleet includes 10 EV6 GT-Line vehicles in addition to 70 Carnival people movers, 30 Sorento and 20 Sportage.
Australian Open 2022 Men’s Single’s Champion and 20-year Kia Global Ambassador Rafael Nadal, revealed the partnership extension and showcased the brand’s commitment to the partnership and appetite to further grow and innovate.
“It’s been a pleasure to be involved in our own backyard with a world class spectacle like the Australian Open for such a long period of time,” Kia Australia chief operating officer Damien Meredith says.
“Both brands have evolved over the course of the partnership and have shared synergies focusing on innovation, technology and sustainability. We’re very proud of our partnership and excited at the prospect of collectively reaching new heights over the next five years,” he says.
“We could not be more delighted that Kia is extending what is already one of the longest partnerships in Australian sport for another five years,” Australian Open Tournament director Craig Tiley says.
“We deeply value our partnership with Kia which has helped the AO to grow and evolve into the globally recognised sport and entertainment event it is today.
“It’s also wonderful to see this year’s fleet include ten all-electric vehicles. Fans know the AO has come to town when the AO branded Kia cars emerge across the streets of Melbourne as they ferry players and officials to and from the precinct”.
The Kia display at Grand Slam Oval will showcase Kia’s newest electric vehicle to date – the Kia EV6 GT. The structure named the Kia Wave is a nod to Kia’s new brand direction, emulating the natural element of water and the rise and fall of the ocean.
Elevated on 9.5m platform, the build explores the impossible, with the EV6 GT positioned on an illuminated LED ramp to give the illusion that it’s flying. The ramp focuses on the natural beauty and force of the Australian landscape to align with the energy, design and performance of the hero vehicle.
“As the Australian Open reverts to normal after COVID-19, the event brings an influx of domestic and international visitors back to Melbourne. We have evolved our experiential onsite offering to ensure we’re always representing the brand in a fresh and innovative light,” Kia Australia marketing general manager Dean Norbiato says.
“The ‘Kia Wave’ is a bespoke build. An engaging representation of Kia’s evolved brand approach that showcases the EV6 GT and its thumping performance credentials, with a nod to the vehicle’s soon to be launched brand campaign,” he says.
The Kia Wave activation featuring the Kia EV6 GT will be on display on Grand Slam Oval at Melbourne Park during Australian Open 2023 from Monday January 16 for two weeks.
