Kia India Partners With Tennis Premier League In Three-Year Deal

Kia India has announced a three-year partnership with the Tennis Premier League (TPL), marking a significant step in strengthening its association with the sport in India. Under the agreement, Kia India will serve as the exclusive sponsor of the league, extending its presence across both the professional tournament and grassroots development initiatives.

The collaboration aligns Kia's global connection with tennis and TPL's ongoing efforts to grow the sport's footprint in the country. As part of the partnership, Kia India will be integrated across the league's ecosystem, including its digital platforms and mobile application. Additionally, the brand will feature as the front-of-jersey sponsor for all eight franchise teams participating in the league.

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The Tennis Premier League, operating under the All India Tennis Association, has completed seven seasons and has steadily built a presence through a mix of competitive matches and entertainment. The league has attracted notable ambassadors such as Leander Paes and Sania Mirza, while also expanding its reach through streaming platforms like Jio Hotstar.

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A key focus of this partnership will be the expansion of grassroots initiatives led by TPL. The "Race to Gold Scholarship" programme, which has supported over 80 young tennis players in the past two years, is set to benefit further with Kia India's involvement. The league aims to extend this support to more than 120 additional players in the coming years, helping nurture emerging talent across the country.

"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.

Kunal Thakkur, co-founder of the Tennis Premier League, said the collaboration would play a crucial role in scaling grassroots programmes and enhancing the league's development initiatives. Echoing this sentiment, tennis legend Leander Paes highlighted the importance of sustained partnerships in building a strong foundation for Indian tennis at both grassroots and professional levels.