Kia Corporation has served up another winner, announcing the renewal of its long-running partnership with tennis legend Rafael Nadal, who returned to Korea for the first time since 2013 to celebrate the occasion and rally with fans under the theme “The Road Ahead.”
This partnership, first set in motion in 2004 when Kia Spain spotted the then up-and-coming Rafa, has gone the distance, a 21-year match that’s outlasted every tie-breaker in sports marketing. Following his first Grand Slam victory in 2005, Kia officially appointed Nadal as global brand ambassador in 2006.
Since then, both sides have stayed in play, sharing values of resilience, consistency, and drive that continue to make this doubles pairing a smash hit.
This week’s renewal ceremony at Kia Unplugged Ground in Seoul marked another love game moment between the brand and the Baseline King himself.
“Kia and Rafael Nadal have shared a spirit of determination and a passion for the sport of tennis since we first joined hands in 2004,” said Ho Sung Song, President and CEO at Kia Corporation.
“As we set out on a new chapter of our journey together, Kia will continue to build on our partnership with Rafael Nadal to bring positive inspiration to fans and young athletes around the world.”
Nadal added: “Our partnership began when I was very young and has lasted over two decades. Going forward, I’m confident we’ll continue to serve inspiration both on and off the court.”
Before the ceremony, Kia and the Rafa Nadal Academy returned serve by hosting an exclusive junior tennis clinic at Tenez Park for Korea’s top 20 junior players.
Coaches coached up the next generation, and two standout players earned wildcards to train at the Rafa Nadal Academy in Spain next year.
Nadal met with fans and influencers who aced a social media challenge for the chance to attend a Q&A session.
The crowd was also in full swing, as Rafa shared insights into his career, mindset, and what keeps him match-fit both on court and in life.
Kia has also opened a pop-up exhibition at its Seoul brand space, transforming the venue into a centre court celebration of the Nadal–Kia partnership. Visitors can rally through history, exploring displays of Nadal’s career highlights alongside Kia’s latest innovations, including the Kia PV5 Passenger and the EV9 GT-Line — Nadal’s own ride of choice.
Kia’s commitment to the game remains steadfast. The brand continues as Major Partner of the Australian Open for the 24th consecutive year, serving consistency that even Rafa would applaud.
After 21 years together, this partnership is no mere one-set wonder.
