Kia Motors Corporation has supplied a fleet of official tournament vehicles to the Australian Open 2020, marking the 19th consecutive year of the company’s major partnership with the Grand Slam event.
The official vehicle handover ceremony took place at the Federation Square in Melbourne. Kia Global Brand Ambassador Rafael Nadal, the winner of 19 Grand Slam men’s singles titles, presented a fleet of 130 Kia vehicles, comprising the Carnival MPV, Sorento SUV and Stinger fastback sedan, to tournament officials. The vehicles will transport players, match officials and VIPs through 2 February.
Last year, Kia and Nadal celebrated their 15th consecutive year of partnership since 2004, during which time the Spanish tennis legend – considered one of the greatest players of all time – has promoted Kia’s ‘The Power to Surprise’ brand campaign, while collecting 19 Grand Slam singles titles and one Olympic gold medal. If Nadal wins this year’s men’s singles championship, he will be a holder of 20 Grand Slam men’s singles titles, a shared all-time men’s record.
“For the last nearly two decades, Kia’s partnership with Tennis Australia and the Australian Open has evolved into a global benchmark for long-term sponsorship in the sports world,” said Artur Martins, Vice President and Chief Marketing Officer of Kia Motors Corporation.
At this year’s event, Kia has expanded its official partnership with the Australian Open Ballkids Program by adding the Kia logo onto ball kids’ uniforms, which are sustainably produced with polyester filament yarn derived 100-percent from post-consumer PET bottles.
Furthermore at this year’s Open, Kia partners with Uber to operate the Kia Fan Fleet of 30 Seltos SUVs, transporting Uber app users within the Melbourne central business district going to the Melbourne Park, free of charge.
Visitors to the Melbourne Park will be treated to a wide range of interactive activities by Kia. At the Kia AO Selfie Booth, they can take photographs of themselves while seated in a Kia Stinger fastback sedan next to an augmented reality image of Rafael Nadal.
At the Seltos Studio, a space designed to offer fans immersive experiences, people can engage in a variety of activities. These include viewing, entering and learning about Kia’s latest stylish compact SUV, the Seltos, under staff guidance, and playing diverse games featuring special lighting and music.
Kia Global Brand Ambassador Rafael Nadal (photo: Kia Motors)