Kia electrifies AO24 with support vehicles

Kia is supplying multiple vehicles to AO24, including an all electric 7 seat EV9. The EV9 is a stunning all new model that elevates Kia into the premium world of brands. Launched late in 2023, the EV9 is set to be a popular attraction at the Australian Open. 

January 11: Kia VIK Ceremony before the 2024 Australian Open on Thursday, January 11, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON

  • Kia supplies 130 official vehicles to AO24 tournament organisers, including all-electric 7-seater EV9 SUV and all-electric EV6 crossover
  • First time has supplied the EV9 as an official tournament vehicle
  • Kia incorporates EV line-up into AO24 brand campaigns and promotional activities, plus collaboration with Uber One on the all-electric ‘Kia fan fleet’
  • Kia celebrates 20-year partnership with brand ambassador Rafael Nadal

Kia Corporation is supporting the Australian Open 2024 (AO24) – the prestigious tennis Grand Slam event of the Asia-Pacific region – through the supply of a fleet of official tournament vehicles, including its award-winning all-electric models EV9 and EV6. Kia is also organising a series of fan engagement activities that highlight its commitment to electrification and mark the company’s twenty-year partnership with brand ambassador Rafael Nadal.

As the Major Partner of AO24, the brand held an official vehicle handover ceremony at Melbourne Park on January 11, attended by Kia personnel and Tennis Australia executives. During the vehicle handover ceremony, a statue of Nadal was unveiled at Kia’s activation at Melbourne Park in tribute to Kia’s global brand ambassador.

January 10: Todd Woodbridge, 22-time Grand Slam winner and Lleyton Hewitt, Australian tennis legend and former world no.1. Kia VIK Ceremony before the 2024 Australian Open on Wednesday, January 10, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON

Kia supplies vehicles to AO24

Kia presented tournament officials with a fleet of 130 vehicles, featuring 15 EV9, 10 EV6, 10 Carnival and 95 Sorento models. This year’s tournament also marks the debut of the Kia EV9 in the official Australian Open vehicle fleet. The vehicles will provide players, match officials and VIPs with safe, comfortable transport around Melbourne during AO24 which, for the first time, will run for a 15-day duration, from January 14 to 28.

“As the longest-running major partner of the Australian Open, we are delighted to once again play a pivotal role in supporting what is widely regarded as one of the world’s most prestigious sporting events while highlighting our ongoing commitment to the electric vehicle transition,” commented Charles Ryu, Senior Vice President, and Head of the Global Brand & CX Division at Kia.

January 10: Korean ballkid squad. Kia VIK Ceremony before the 2024 Australian Open on Wednesday, January 10, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON

“We are delighted to once again have the opportunity to demonstrate Kia’s latest industry-leading sustainable mobility solutions to those attending AO24 and to engage with millions of fans across the world through the digital marketing campaigns we have prepared.”

“The enduring partnership between Kia and the Australian Open has played a major role in helping us transform the AO into the phenomenal sporting and entertainment event that it is today, connecting and engaging with millions of fans around the globe,” said Craig Tiley, Australian Open Tournament Director.

“The Kia fleet has become an iconic sight in Melbourne during the AO and transports the players and their teams seamlessly around the city. This year we are delighted to see the new all-electric EV9 SUV flagship model join the fleet for the first time”.

January 11: Lleyton Hewitt, Australian tennis legend and former world no.1 Kia VIK Ceremony before the 2024 Australian Open on Thursday, January 11, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON

Kia’s brand initiatives at AO24

Kia’s brand initiatives at AO24 will include model showcases for the EV9 and EV5 concept car. A striking custom Ocean Matte Blue EV9 will be positioned next to a kinetic display wall, alongside two additional EV9 models that visitors can engage with. The brand is also collaborating with Uber One and adding an electric feel to their reinstated Kia fan fleet initiative, focusing on sustainable mobility. Kia will offer Uber one members complimentary ride opportunities to the tennis in a fleet of 30 electric vehicles, featuring a mix of EV6 and EV9 models.

anuary 11: Lleyton Hewitt, Australian tennis legend and former world no.1 Craig Tiley, Australian Open Tournament Director, Damien Meredith, Kia Australia Chief Operating Officer, Todd Woodbridge, 22-time Grand Slam winner with the Korean Australian Open ballkid squad. Kia VIK Ceremony before the 2024 Australian Open on Thursday, January 11, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON

Kia will be joined at the event by 80 guests, including Kia customers who have purchased or test-driven a Kia EV model, selected from around the world through promotional activities to enjoy a once-in-a-lifetime trip to Australia, which included tickets to AO24 matches and a special tour of Melbourne Park. Fifteen influencers from more than ten countries will also attend the event as guests of Kia and will create engaging content from AO24 as they drive through the city of Melbourne in EV9 models.

In addition to reiterating the brand’s commitment to electrification, the AO24 brand initiatives were designed to highlight Kia’s continued support for the sport of tennis and pay tribute to Rafael Nadal, who unfortunately had to withdraw from AO24 due to injury. This includes a series of videos inspired by Kia’s ‘Movement That Inspires’ ethos. ‘Dear Tennis,’ and ‘Dear Rafa’ are based upon the theme of exchanging letters. Related contents can be found in Kia’s official YouTube channel.

About Rob Fraser 2504 Articles
Rob Fraser – General dogsbody & Director Rob is the founder of the business. He constantly mutters something about way too many red wines one evening being to blame. Often known for taking the 4WD in the driveway over the sports car, he has travelled pretty much everywhere in Australia and when he is bored goes for a drive. He first learned to drive on the farm in a left hand drive WW11 Jeep when he was 11, and was hooked on 4WDriving way back then. In addition to 4WD he is an avid motoring enthusiast and has maintained a strong interest in the industry ever since his teens. He has owned way too many cars in his time as well. Having previously lived at the top of corporate life he retired in 2000 and hasn’t put a suit and tie on since. Cars are his passion so why not have a business doing what you love he figures. He has towed either a caravan or camper trailer to most parts of Australia, has run guided tours for camper trailers’ and instructed drivers in off road towing.