Kia is keeping its long-time star player on the team. The Korean automaker has officially renewed its partnership with tennis legend Rafael Nadal, extending a collaboration that has defined the brand’s global identity for more than two decades.
The signing ceremony took place on October 23 at Kia’s Unplugged Ground Seoul, a brand experience center in Seongsu-dong. Attending the event were Kia President and CEO Ho Sung Song, Nadal, and several Kia executives. The two reaffirmed their commitment to building a partnership centered on innovation, sustainability, and shared passion for excellence.
# A 21-Year Drive Together
Kia first teamed up with Nadal back in 2004, long before the Spanish prodigy became one of the sport’s greatest champions. Over the years, Nadal has served as a global brand ambassador, embodying Kia’s “movement that inspires” philosophy through his relentless pursuit of greatness — both on and off the court.
Even during Nadal’s injury breaks, Kia stood by him, launching global campaigns that reflected mutual respect and long-term trust between the athlete and the brand.
“Kia and Nadal share a story of determination and growth,” said Ho Sung Song, President and CEO of Kia. “We’ll continue to deliver positive inspiration to customers and sports fans through this enduring friendship.”
#Celebrating the Future — “The Road Ahead”
To celebrate both the renewed partnership and Nadal’s first visit to Korea in 12 years, Kia hosted a special event called “The Road Ahead.” The event brought together fans, influencers, and junior tennis players for a celebration that blended sport, innovation, and sustainability.
As part of the celebration, Kia also ran the Kia Junior Tennis Program, inviting 20 top Korean junior players to train under coaches from the Rafa Nadal Academy. Two standout players earned the chance to attend the academy’s High Performance Junior Camp in Spain later this year.
#Electrifying the Experience
Visitors to Kia Unplugged Ground Seoul can explore a special pop-up exhibition running from October 24 to November 9, highlighting the automaker’s 21-year journey with Nadal. On display are exclusive memorabilia, past campaign visuals, and two of Kia’s newest electric models — the EV9 GT-Line and PV5 Passenger — representing the brand’s commitment to a sustainable mobility future.
“I’m grateful for Kia’s unwavering support over the past 21 years,” said Rafael Nadal. “As the brand continues to challenge what’s possible in the electric era, I’m excited to be part of that journey toward a greater future.”
#More Than a Sponsorship
The Nadal partnership adds to Kia’s growing presence in the sports world. The automaker has served as the official sponsor of the Australian Open since 2002 and continues to expand its global sports marketing footprint, using partnerships like Nadal’s to connect its electrification vision with millions of fans around the globe.
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