Kia India is turning its long tennis association into a local development play. The automaker is in early conversations with the Tennis Premier League (TPL) to explore grassroots tennis initiatives in India, even as it continues its 24-year association with the Australian Open.
Early talks with Tennis Premier League
Atul Sood, senior vice-president of sales and marketing at Kia India, confirmed that the engagement has just begun. Specific programmes have not been finalised.
“We will be discussing with them how we can take this forward, including how we can bring global expertise to support the development of tennis at the grassroots level. It is still a work in progress,” he said.
Kia has been linked to the Australian Open since 2002. The partnership has moved beyond a standard sponsorship and now includes audience engagement initiatives across markets.
Four ballkids make the Melbourne cut
The most immediate outcome of Kia’s tennis play is the Australian Open Ballkids programme. National trials were held on October 24 and 25 at R.K. Khanna Tennis Stadium in New Delhi. From 60 participants shortlisted from Delhi, Mumbai and Bengaluru, 24 advanced to the final stage, and four were selected.
- The shortlisted participants were assessed on agility, coordination, focus, responsiveness, communication and teamwork.
- The selection process was conducted by the Australian team.
- The four selected ballkids will represent India at the Australian Open in Melbourne in 2027.
Participants are typically between 12 and 15 years old. Sood said the programme aims to give young people a court-level Grand Slam experience, not a spectator view.
Why tennis fits Kia’s marketing strategy
For Kia, sport is a way to connect with consumers through shared interests. Sood said the brand will continue with regular campaigns and that sporting associations are part of its overall customer communication strategy.
He added that tennis audiences align with Kia’s target consumer base, although the company did not share specific viewership growth figures. The sport also provides life lessons, including discipline and the ability to handle setbacks, which the brand sees as part of the experience.
What marketers can borrow
The interesting signal here is global-to-local leverage. Instead of treating a sports property as a media buy, Kia is using its Australian Open expertise to open a conversation about grassroots development in India. That creates local relevance while keeping the international property intact.
For brand managers, the playbook is clear: pair a global sponsorship with a local programme that lets audiences participate, not just watch. Success will depend on execution, but the direction shows how long-term sports assets can be stretched beyond logos.
Source: ETBrandEquity.com
