Kia Corporation has officially extended its partnership with tennis legend Rafael (‘Rafa’) Nadal, continuing an affiliation that has grown over the last 21 years. The announcement is being celebrated by Nadal’s visit to Korea, where he has been participating in events for both tennis prospects and fans under the theme “The Road Ahead.”
The brand’s partnership with Rafa began in 2004, when Kia Spain chose to sponsor the up-and-coming athlete. Following his first Grand Slam success at the 2005 French Open, Kia officially appointed Nadal as global brand ambassador in 2006. The champion’s values of resilience and constant self-improvement were in clear alignment with Kia’s values.
Last week, Nadal returned to Korea for the first time since 2013 to celebrate the renewal of his enduring partnership with Kia. The renewal ceremony was held at the Kia Unplugged Ground, the company’s flagship brand space in Seongsu, Seoul.
Prior to the ceremony, a junior tennis program with Korea’s top 20 junior players was held and an exclusive tennis clinic conducted by coaches from the Rafa Nadal Academy. A special event was also held for tennis fans and influencers to meet Rafa in person and discover insights into his life, career, and the inspiration he gained from tennis through a Q&A session.
Meanwhile, a pop-up event is being held at Kia Unplugged Ground until November 9, allowing Kia customers to relive Kia and Rafa’s partnership journey firsthand. The space has been redesigned into a celebratory showcase of both Nadal’s career highlights and the history of his affiliation with Kia. Visitors will also be able to view the spacious Kia PV5 Passenger and EV9 ‘GT-Line’, the vehicle that Nadal personally drives.
Kia has been a long supporter of the game of tennis through its various sports marketing activities over the years. Earlier this year, the company partnered with the Australian Open as the Major Partner of AO25 for the 24th consecutive year, further extending its track record as the longest-running major partner in the history of the tournament