Kia Drives Sustainability at the 2025 Australian Open
Kia is making a powerful statement about its commitment to sustainability at the 2025 Australian Open. The automaker, a long-standing sponsor of the prestigious tennis tournament, unveiled a fleet of 130 eco-friendly vehicles, marking a meaningful shift towards greener transportation.
This year’s fleet, a first for Kia in its 24-year partnership with the Australian Open, comprises a mix of electric and hybrid models, including the award-winning EV9, the EV5, and the EV6.these vehicles will be utilized by players, VIPs, tournament officials, and staff, ensuring smooth operations throughout the competition.
The EV9, recently named a finalist for the coveted ‘2024 World Car of the Year’ award, exemplifies Kia’s dedication to producing globally competitive electric vehicles. This commitment extends beyond providing transportation; Kia is actively engaging fans through a compelling brand campaign titled ”What’s Your Next Move?”.This campaign, centered around Kia’s “Movement that inspires” slogan, encourages tennis enthusiasts to embrace new challenges, drawing inspiration from Kia’s electric vehicle lineup. A series of six videos, including a captivating glimpse into the daily life of Kia global ambassador and tennis legend rafael Nadal, form the core of this campaign.
Kia is further enhancing the fan experience by hosting an exhibition showcasing its complete electric vehicle range, complete with interactive V2L function demonstrations. This initiative aims to provide a tangible understanding of how electric vehicles can seamlessly integrate into everyday life.
Beyond the tournament grounds, Kia is extending its reach through a unique partnership with Uber. Members of Uber One, Uber’s premium membership service, will have the possibility to test drive the EV5, EV6, and EV9 in Melbourne. This exclusive experience will also include access to Australian Open matches, Melbourne Park tours, and local sightseeing excursions.
Kia is also fostering a connection with younger generations through its Ball Kids program.Twenty grandchildren of Kia car owners,aged 12 to 15,will participate in the 2025 Australian Open,gaining invaluable experience and exposure to the world of professional tennis.
Kia President Song Ho-seong emphasized the significance of this year’s sponsorship,stating,”As the longest-running official sponsor of the Australian Open,this year holds special meaning as we showcase our commitment to sustainability with a fleet of eco-friendly vehicles,including the globally recognized EV9.” He further added,”Starting with the Australian Open,Kia will actively engage with customers worldwide,highlighting our brand values and commitment to a greener future.”
Serving Up Sustainability: An Interview with Tennis Legend, Martina navratilova
Kia’s commitment too sustainability at the 2025 Australian Open has sparked a fascinating conversation on and off the court. To delve deeper into this exciting initiative, we’re joined by tennis icon and outspoken advocate for environmental causes, Martina Navratilova.
Martina, welcome! Kia’s decision to unveil a fleet of 130 eco-amiable vehicles at the Australian Open is certainly a bold statement. What are your initial thoughts on this move?
Martina Navratilova: It’s fantastic to see a major sponsor like Kia take such a proactive stance on sustainability. the Australian Open is a global event, and this initiative can have a ripple effect, inspiring other sporting organizations and businesses to embrace greener practices. It’s not just about the vehicles themselves, but the message it sends – that sustainability is more than just a buzzword, it’s a commitment to action.
Kia’s fleet includes award-winning electric models like the EV9 and EV6. How crucial is it for prominent automotive brands to invest in electric vehicle development and promote their adoption?
Martina Navratilova: Absolutely crucial. We need to transition away from fossil fuel-dependent vehicles as quickly as possible. Companies like Kia are playing a vital role in making electric vehicles more accessible and desirable to the public.
Beyond the vehicles themselves, Kia is engaging fans with a campaign titled “What’s Your Next Move?”, encouraging them to embrace new challenges. This seems like a smart way to connect with a younger generation concerned about climate change. Do you agree?
Martina Navratilova: I think it’s brilliant. Young peopel are incredibly passionate about environmental issues, and Kia is tapping into that passion by linking sustainability with an aspirational message of personal growth and impact. It’s about creating a movement,not just selling cars.
Kia is also partnering with Uber to offer test drives of their electric vehicles. What are your thoughts on this type of collaborative approach?
Martina Navratilova: It’s a savvy move. By partnering with a ride-sharing giant like Uber, Kia can reach a wider audience and offer a firsthand experience of electric vehicles.
The “Ball Kids” program, which includes grandchildren of Kia car owners, is a unique way to engage younger individuals with the Australian Open. How do you think initiatives like this contribute to raising awareness about sustainability?
martina Navratilova: By involving children and youth,we’re creating the next generation of eco-conscious individuals. It’s not just about teaching them about sustainable practices, but also inspiring them to take action and become advocates for change.
Kia President Song Ho-seong spoke about the brand’s commitment to highlighting their values and commitment to a greener future. Dose this align with what you see as the role of major corporations in addressing climate change?
Martina Navratilova: Absolutely. Corporations have a duty to be part of the solution. We need businesses to innovate, invest in sustainable practices, and use their influence to advocate for change. Kia’s actions at the Australian Open set a positive example for the entire industry.
This is certainly a groundbreaking move by Kia. What message do you hope this initiative sends to the world of sports and beyond?
Martina Navratilova: I hope it sends a clear message that sustainability is no longer an option, it’s a necessity. We need all stakeholders – individuals, organizations, and corporations – to step up and take action. The Australian Open, thanks to Kia, is taking a meaningful stride in the right direction. And hopefully, this serves as a catalyst for others to follow suit.
What are your thoughts on Kia’s sustainability push at the Australian Open? Share your comments below!
