Kia celebrates 20 years at the Australian Open with new brand reveal

  • Tennis Australia

In one of the longest sporting partnerships in Australian history, Kia Corporation is proud to celebrate 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 today at Grand Slam Oval – which features Kia Australia’s first electric vehicle, the Niro.

Current world tennis superstars Dylan Alcott and Nick Kyrgios had the honour of uncovering 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 of a mix of stylish and dynamic Sorento SUVs and Carnival GUVs. For the first time ever, the Kia AO fleet also includes a collection of award winning and highly anticipated Kia Niro Hybrid electric vehicles.

Kia Australia Chief Executive Officer James Cho said the milestone 20th anniversary is a momentous occasion that represents the strength of the relationship and shared values that exist between Kia and the Australian Open.  

“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,” Cho said.

“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.

“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,” Tiley said.

“In a chapter full of firsts for the Australian Open, Kia Australia’s first-ever hybrid electric vehicle will debut among the fleet of 130 Kia courtesy vehicles, which will transport players and tournament officials.

“This is an exciting sustainable evolution of the Australian Open, and we are looking forward to continuing our successful partnership with Kia.”

The launch of the new Kia logo celebrates the automaker’s bold vision and transformation for the future. The sleek new logo unveils a new brand direction and slogan ‘Movement that Inspires’, representing Kia’s ambitions to establish a leadership position in the future mobility market and its drive to become an icon for change and innovation. 

A focus on inspiring customers as their mobility needs evolve, popularising electric vehicles and creating a tailored offering to meet the needs of the local Australian market are examples of this new brand vision in action.

As a result of the pandemic, considerable changes have taken place across both the event schedule and on-ground experience at the Australian Open in 2021. Kia has adapted its on-ground presence at Grand Slam Oval in the Melbourne Park precinct this year to bring their new brand evolution to life for not only tennis-goers but the wider broadcast and digital audience.

A first of its kind LED digital cube display will be the focus for Kia’s Australian Open activation, the build consists 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 is set to stun audiences with 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.

“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,” Norbiato said.

“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.”

Kia’s ‘Kia-Morphia’ installation and a collection of Kia’s EV vehicles will be on display on Grand Slam Oval at the Australian Open from Monday 8 February, for two weeks.