Kia India Signs Three-Year Partnership With Tennis Premier League

Kia India has entered into a three-year partnership with the Tennis Premier League (TPL), becoming the exclusive sponsor for the tennis competition and its wider grassroots ecosystem in India.

The agreement brings together Kia’s long-running association with international tennis and TPL’s efforts to expand the sport’s reach through league operations, digital engagement and talent development initiatives. The partnership will see Kia India integrated across the TPL ecosystem, including the league’s app and all eight franchise teams as the front-of-jersey sponsor.

The Tennis Premier League, which operates under the auspices of the All India Tennis Association, has completed seven seasons and has featured ambassadors including Leander Paes and Sania Mirza. The league is also streamed on Jio Hotstar.

TPL said the partnership will support its grassroots initiatives, particularly the “Race to Gold Scholarship” programme, which has supported more than 80 young tennis players over the past two years. With Kia India’s involvement, the organisation aims to expand support to more than 120 additional athletes over the coming years.

“At Kia India, we believe sports have the power to inspire aspirations and create meaningful cultural connections. Tennis, with its youthful energy, global appeal and premium character, strongly resonates with our brand philosophy,” said Atul Sood, Senior Vice President – Sales and Marketing at Kia India.

He added that the partnership with TPL is aimed at supporting greater participation, engagement and talent development around tennis in India through the league’s grassroots-focused ecosystem.

Kunal Thakkur, co-founder of Tennis Premier League, said the partnership would help scale the league’s grassroots initiatives and strengthen its broader tennis ecosystem. Leander Paes said long-term partnerships of this nature are important for the continued development of Indian tennis at both grassroots and professional levels.