Since its first sponsorship in 2002, Kia has been participating in the tournament as the Major Sponsor to promote and support for the successful event. Since the day one of its partnership, over 100 new Kia vehicles are being supplied to the Tennis Australia every year to ensure the memorable and comfortable participation of the world's top tennis players, VIPs, officials and media.
As a FIFA Partner and the Official Automotive Partner, Kia is supplying official vehicles from its wide-ranging model line-up to FIFA and FIFA events and is boosting its brand recognition through various marketing activities and A-board advertisement in the stadiums.
Kia Motors Europe does not currently support any major motor sport series, e.g. WTCC, TCR, WRC or Rally Cross with either development of racing cars, sponsoring or marketing/communication. However, there are nationally initiated motorsport activities, i.e. The Polish Lotos Race. Kia Lotos Race is a championship racing series run by Kia Motors Polska since 2006 and focuses on rivalry of selected contenders driving professionally-tuned Kia Picanto cars. Dedicated in principle for young beginners, Kia Lotos Race enables them to take the first step in the world of motor-car racing, now also on an international level.