Kia is using the global stage of the Australian Open 2026 to do more than celebrate longevity. With the launch of its new global ‘Move Different’ campaign, the brand is marking 25 years as Major Partner of the tournament by reframing what long-term collaboration can look like in an era defined by electrification, sustainability and fan-first experiences.
The campaign coincides with AO26 and positions Kia’s growing electric portfolio, its next-generation mobility vision and its relationship with tennis culture as parts of a single, evolving story.
A quarter-century of movement
Kia’s partnership with the Australian Open dates back to 2002, making it one of the longest-running sponsorships in global sport. Over that time, the tournament has transformed from a premier tennis event into a global entertainment and lifestyle platform, while Kia has evolved from a value-focused manufacturer into a design-led brand with electrification at its core.
The ‘Move Different’ campaign reflects that shared trajectory. Headlined by the Kia EV4 as its hero model, the initiative looks both backward and forward, celebrating moments from the past 25 years while spotlighting how mobility, sport and fan engagement continue to change.
A central pillar of the campaign is a new digital content series titled 25 Years of Movement. The series highlights people who bring the Australian Open to life beyond the court, including Kia Ballkids, official fleet drivers and global brand ambassador Rafael Nadal. Across Melbourne Park, fans are also invited to experience interactive EV activations that blend technology demonstrations with sustainability storytelling.
Ho Sung Song, President and CEO of Kia, describes the milestone as more than a celebration of longevity. He says the partnership reflects a shared commitment to innovation and excellence, and provides an opportunity to reaffirm Kia’s mission to enable customers to “move differently” through sustainable mobility solutions.
Sustainability in action at AO26
Kia’s presence at AO26 is not limited to branding or activations. It is embedded in the operational backbone of the tournament through its official player fleet, which has become a tangible demonstration of Kia’s electrification strategy.
For AO26, Kia is supplying 130 official player vehicles, comprising 55 fully electric vehicles and 75 hybrids. The EV contingent includes 30 units of the flagship EV9 and 25 units of the EV5, while the hybrid fleet consists of 50 Carnival Hybrids and 25 Sportage Hybrids.
This marks the highest proportion of electric vehicles ever used at the Australian Open, with EVs accounting for more than 40 percent of the total fleet. Kia first introduced EVs into the tournament fleet in 2024, moved to an EV and hybrid-only line-up in 2025, and has now expanded EV representation further for 2026.
The official vehicle handover took place ahead of the finals of the AO 1 Point Slam Driven by Kia, a sudden-death competition held during Opening Week where each match is decided by a single point. Beyond player transport, Kia has also supplied additional operational vehicles to support the increasing scale and complexity of the Grand Slam event.
Craig Tiley, CEO of Tennis Australia, notes that Kia’s role extends far beyond transport logistics. He describes the partnership as a collaborative relationship built on shared values, one that has consistently pushed boundaries in innovation, performance and fan experience, both in Melbourne and globally.
Showcasing the next phase of Kia mobility
AO26 also serves as a platform for Kia to showcase the breadth of its current and future electric vehicle strategy. Alongside its established EV line-up, the brand is introducing Australian audiences to the PV5 Cargo, its first all-electric Platform Beyond Vehicle.
Designed for flexibility and sustainability, the PV5 Cargo represents Kia’s vision for purpose-built electric commercial vehicles. Its significance is underscored by its recent recognition as the 2026 International Van of the Year, widely regarded as the most prestigious award in the light commercial vehicle segment.
At Melbourne Park, the PV5 Cargo appears alongside Kia’s core EV portfolio, including the EV4, EV5, EV6 and EV9. Dedicated EV showcase booths allow visitors to explore interactive technology displays, learn more about Kia’s electrification roadmap and engage with sustainability insights tied to real-world use cases.
The EV4, as the newest global electric model in the line-up, plays a central role in the ‘Move Different’ campaign. Its presence signals Kia’s continued push to broaden access to electric mobility across different segments and markets.
Nadal, legends and milestone moments
Few figures are as closely associated with Kia’s tennis identity as Rafael Nadal. The 22-time Grand Slam champion has been a global ambassador for the brand since 2004, and his involvement at AO26 is designed to anchor the campaign in authenticity and emotional resonance.
On 31 January, Kia will present Nadal with a bespoke EV9 Art Car inspired by his Australian Open championship victories in 2009 and 2022. The one-off vehicle will remain on display at Melbourne Park for the duration of the tournament, serving as both a tribute and a visual centrepiece.
The following evening, Nadal will join Australian tennis icons Ash Barty and Dylan Alcott at Kia Arena for the ‘Night of Legends’, an exclusive fan event featuring interactive sessions and live discussions. The event celebrates not only Kia’s 25-year partnership with the Australian Open, but also the athletes and moments that have shaped the tournament’s modern identity.
A global fan-first strategy
The Australian Open 2026 main draw runs from 18 January to 1 February, culminating in the women’s singles final on 31 January and the men’s singles final on 1 February. Throughout the fortnight, Kia’s engagement strategy extends well beyond Melbourne Park.
More than 150 invited guests from over 25 countries, including EV customers, influencers and business partners, will experience the tournament and Kia’s brand activations firsthand. Ninety Kia customers who have test-driven and purchased a Kia EV through promotional activities will attend matches and take part in curated tours of Melbourne.
Kia is also supporting collaborative content creation by providing EVs to 15 influencer teams from 12 countries during the event. In a further nod to the next generation, 20 Ballkids selected from the children of Kia customers in Korea will serve as official Ballkids at AO26, alongside participating in cultural tours around Melbourne.
Through ‘Move Different’, Kia is using its 25th anniversary at the Australian Open not as a retrospective exercise, but as a statement of intent. By combining electrification, innovative vehicle platforms and deeply human storytelling, the brand is positioning itself at the intersection of sport, sustainability and global culture, and making a clear case for how mobility can continue to move differently in the years ahead.
