Kia announces several activations and milestones for AO 2024
With 2024 marking the “23rd consecutive year” that car brand Kia has served as the Australian Open’s major partner, the company has shared numerous activations and milestones.
The announcement:
Ahead of Sunday’s highly anticipated Australian Open 2024, Kia has proudly commemorated its 23rd consecutive year as the Grand Slam tournament’s major partner with the announcement of several significant milestones and thrilling activations.
As the major partner of AO24, Kia hosted its annual VIK fleet handover ceremony at Melbourne Park, presenting this year’s 130-strong fleet of tournament vehicles, including Kia’s award-winning all-electric EV6 and EV9. These vehicles will play a crucial role in providing safe and stylish transportation of Australian Open players, officials and VIP guests over the 15-day event.
In a poignant moment during the ceremony, Kia unveiled a statue in tribute to its 20-year partnership with global brand ambassador Rafael Nadal, who was unable to attend after withdrawing from the Grand Slam due to injury. Crafted by local Australian sculptor artist Gustavo Balboa, the 2.5-metre-tall steel statue, made from steel and recycled materials, captured Nadal’s signature “Banana” Forehand in action. Tennis-goers can view the statue at one of Kia’s various on-site exhibits at Melbourne Park over the two weeks.
Kia Australia CEO Damien Meredith said: “Celebrating 23 years as the major partner of the Australian Open is a milestone that underscores Kia’s enduring commitment to the pinnacle of tennis excellence. Our journey with this prestigious tournament has been one of continuous growth, innovation and shared success.”
“As we embark on another thrilling year of competition, we are particularly proud to simultaneously commemorate 20 years of collaboration with our esteemed global ambassador, Rafael Nadal. This dual celebration reflects Kia’s unwavering dedication to excellence both on and off the court and we look forward to yet another season of shared achievements and victories with Tennis Australia,” Mr Meredith said.
As part of its broad array of activations at Melbourne Park, Kia is set to debut the all-new Kia Concept EV5 in a striking exhibit on the Terrace of Margaret Court Arena. A design prelude to Kia’s highly anticipated mid-sized all-electric SUV, the Kia Concept EV5 arrives at the AO24 after being displayed in only two markets globally and reflects the brand’s commitment to electrification and the Australian market.
Over at Grand Slam Oval, the ‘Kia Kinetic’ exhibit, will showcase Kia’s halo EV9 in an immersive build, highlighted by a reflective brick structure which combines cloud-like
finishes and fluid motion to embody Kia’s ‘Movement that Inspires’ slogan. Additionally, a large-scale interactive LED ‘Rafa wall’ incorporating state-of-the-art technology will enable fans to manipulate images with their own silhouettes, revealing a live montage of Rafael Nadal’s accolades during his memorable career.Kia Australia’s general manager of marketing Dean Norbiato said: “The Kia Kinetic is not just a display but a bold testament to our commitment to redefine automotive excellence. Brace yourselves for a seismic shift in automotive innovation as we proudly showcase two epic vehicles, the Kia EV9 and Concept EV5, during the Australian Open 2024.”
Collaborating with Uber to promote sustainable mobility, Kia will reinstate the Kia Fan Fleet initiative by providing Uber One members with complimentary rides to the tennis in a fleet of 30 electric vehicles, featuring a mix of EV6 and EV9 models.
“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.”
Source: Enthral
