Tennis in India has always been a mix of luxury and niche appeal. Kia India aims to change that with its recent sponsorship of the Tennis Premier League (TPL). On May 19, 2026, Kia announced a three-year deal, marking its first major foray into domestic sports in India after two decades of supporting events like the Australian Open.
The TPL, running under the All India Tennis Association, features eight city-based teams and emphasizes grassroots development. It’s similar to cricket’s IPL but tailored for tennis, hoping to attract a broader audience.
Kia is taking a comprehensive approach with this partnership, showcasing its branding across all franchises and the TPL app. Atul Sood, Kia’s Senior VP of Sales and Marketing, shared insights on this collaboration.
While Kia has a solid global presence in tennis, Sood emphasized that their strategy is uniquely Indian. “We want to support the growth of tennis in India, but there’s also a clear business angle,” he explained. The TPL’s modern, accessible format aims to connect with urban audiences who find tennis aspirational.
Though tennis in India has traditionally been viewed as an urban sport, Sood believes the landscape is changing. Interest is growing even in semi-urban areas, making the potential audience diverse.
As part of their commitment, Kia plans to introduce programs like the Australian Open Ball Kids initiative to engage young talent. They aim to integrate their learnings from international events and adapt them for local relevance.
When asked about the strategy shift from celebrity-driven advertising to sports sponsorship, Sood pointed out that sports marketing is a vital part of Kia’s broader strategy. It fosters lifestyle connections and organic conversations around the brand, adding depth to their consumer outreach.
Kia is also keeping an eye on market trends. With the current SUV craze still towering, Sood confirms that preferences continue to lean toward utility vehicles.
Looking forward, there are no immediate plans for other sports partnerships beyond the TPL, as they wish to focus on maximizing their current investment.
In this evolving landscape, Kia is betting on tennis to connect with a vibrant and growing audience, using sports to blend lifestyle and community engagement in a meaningful way.
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