• Kia launches its global ‘Move Different’ campaign to mark 25 years of partnership with the Australian Open

Kia Corporation today announced the launch of its global ‘Move Different’ campaign to celebrate the 25th anniversary of its partnership with the Australian Open (AO26). The initiative highlights Kia’s leadership in electrification, introduces PV5 Cargo, and delivers exclusive fan experiences featuring Kia’s global brand ambassador Rafael Nadal.

What is Kia celebrating at AO26?

Since 2002, Kia has been the Major Partner of the Australian Open, supporting its growth into one of the world’s most prestigious sporting events. To commemorate 25 years of partnership, Kia unveils the global ‘Move Different’ campaign with the Kia EV4 as the hero model. The brand will launch a digital content series titled ‘25 Years of Movement’ spotlighting Kia Ballkids, official fleet drivers, and tennis legend Rafael Nadal, while delivering interactive EV experiences across Melbourne Park.

Ho Sung Song, President and CEO of Kia, said: “This year marks a significant milestone for Kia as we celebrate 25 years of partnership with the Australian Open— one of the world’s most iconic and inspirational sporting events.

We are proud to commemorate a quarter-century of collaboration that reflects our shared commitment to innovation and excellence. This occasion is not only an opportunity to celebrate the Australian Open’s incredible journey of growth as a global event, but also to reaffirm Kia’s mission to enable our customers to move differently through the provision of sustainable mobility solutions.”

Craig Tiley, Tennis Australia CEO, said: “Kia has been an integral partner of the Australian Open for 25 years, a milestone that represents much more than just longevity. This is a truly collaborative relationship built on shared values, and together we’ve continually pushed the boundaries of innovation, performance, and fan experience, both here in Melbourne and around the world. From playing a vital role in our tournament transport operations, to creating new ways for fans to connect with the event globally, Kia has played a pivotal role in helping us grow the Australian Open into the world‑class sporting and entertainment spectacle it is today.”

How is Kia promoting sustainable mobility?

Kia provides 130 official player tournament vehicles for AO26, reinforcing its electrification strategy and the event’s sustainability goals:

• 55 electric vehicles (EVs); 30 units of EV9 and 25 units of EV5
• 75 hybrid vehicles; 50 units of Carnival Hybrid and 25 units of Sportage Hybrid

The official handover ceremony took place today before the finals of qualifying for the AO 1 Point Slam Driven by Kia, a sudden-death tennis competition held during Australian Open Opening Week where each match is decided by a single point.

This year’s player fleet represents the highest EV proportion in Australian Open history, with EVs surpassing 40%. Kia first introduced EVs to the AO official fleet in 2024. In 2025, the fleet comprised only EVs and hybrids. For 2026, Kia expands EV presence further, signaling steady progress toward sustainable mobility at major global events.

Kia has also supplied additional operational vehicles to support the growing scale of the Grand Slam Event.

Which vehicles and innovations are featured?

Kia showcases the PV5 Cargo in Australia—the brand's first all-electric Platform Beyond Vehicle (PBV) designed for versatility and sustainability. The PV5 was named the 2026 International Van of the Year (IVOTY), the most prestigious award for light commercial vehicles.

Alongside PV5 Cargo, Kia displays its core EV portfolio—EV4, EV5, EV6, and EV9—at Melbourne Park. Visitors can explore EV showcase booths featuring interactive technology displays and sustainability insights. The campaign highlights the EV4, Kia's latest global electric vehicle, reflecting the brand's commitment to expanding sustainable mobility options.

How is Kia engaging fans and global audiences?

The Australian Open 2026 main draw runs from January 18 to February 1, featuring men’s and women’s singles, doubles, and mixed doubles competition. The tournament culminates with the women’s singles final on January 31 and the men’s singles final on February 1.

Kia’s fan engagement centers on milestone experiences and global storytelling:

• January 31: Kia presents Rafael Nadal with a bespoke EV9 Art Car inspired by his AO championship years (2009 and 2022). The Art Car remains on display at Melbourne Park throughout the tournament.
• February 1: Nadal joins Ash Barty and Dylan Alcott at Kia Arena for ‘Night of Legends,’ an exclusive fan event featuring interactive sessions and live discussions. This special event celebrates Kia's 25-year partnership with the Australian Open, honoring the brand's legacy and ongoing commitment to tennis fans.
• Kia and AO release ‘25 Years of Movement’, a digital series that celebrates their shared journey and features stories from Nadal, Kia Ballkids, and official fleet drivers.

Kia will invite over 150 guests from over 25 countries, including EV customers, influencers and business partners, to experience the Australian Open and Kia’s brand activations.

• 90 Kia customers who have test-driven and purchased a Kia EV, selected through promotional activities, will view AO26 matches and enjoy tours of Melbourne.
• 15 influencer teams from 12 countries will receive Kia EVs for collaborative content creation during the event.
• 20 Ballkids selected from children of Kia customers in Korea will participate as official Ballkids of AO26 and experience Melbourne culture tours.