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Amid Chung Hyeon fever, Kia Motors extends Australian Open sponsorship

Collected: 2018.01.29

Distributed: 2018.01.30

Source: Go Direct

(From left) Australian Open Tournament Director Craig Tiley, Kia Motors Executive Vice President Park Byung-yun, Australian tennis player Rod Laver and President of Tennis Australia Jayne Hrdlicka. [Photo provided by Kia Motors]

South Korea’s Kia Motors Corp. extended sponsorship to global tennis tournament Australian Open for another five years on the windfall in media exposure to home and international audience due to the surprising feat of Chung Hyeon who made the first-ever Korean to reach the semifinals of a Grand Slam.

Kia Motors said on Sunday it would continue to be the Major Sponsor of the Australian Open until 2023 by extending the contract at Melbourne Park in Australia.

The extension makes Kia Motors the tournament’s longest sponsor, having backed the annual event since 2002.

“Our journey over the past 17 years and upcoming five would help promote Kia’s young and powerful brand image to tennis fans all over the world,” said an official at the automaker.

Kia estimates additional 10 percent marketing effect worth $550 million from this year’s event thanks to Chung’s stunning performance.

Thanks to his history-making run on the Melbourne Park court, the 21-year-old player’s ranking in the Association of Tennis Professionals (ATP) singles chart jumped to 29th from 58th prior to the games in Australia, making him the highest-ranked Korean tennis player.

By Lee Seung-hoon and Lee Ha-yeon

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