Kia India has announced a landmark three-year exclusive sponsorship deal with the Tennis Premier League, marking one of the most significant corporate commitments to non-cricket sport in India in recent years. The partnership brings together Kia’s 25-year global tennis legacy – anchored by its long-standing association with the Australian Open – and TPL’s growing grassroots ecosystem built around the sport.
As part of the deal, Kia India will be integrated across the entire TPL ecosystem, including front-of-jersey sponsorship across all eight franchise teams and visibility on the TPL app. The league, which has completed seven seasons under the All India Tennis Association and streams live on Jio Hotstar, counts Leander Paes and Sania Mirza among its brand ambassadors, alongside celebrity co-owners Sonali Bendre Behl and Rakul Preet Singh.
Beyond commercial visibility, the partnership carries a longer ambition. TPL’s flagship Race to Gold Scholarship initiative has already supported over 80 young tennis players across India. With Kia’s backing, that number is expected to grow to 120 additional athletes, with the stated goal of nurturing Olympic-level talent ahead of the 2036 Games.
Atul Sood, Senior Vice President of Sales and Marketing at Kia India, described tennis as a sport that strongly resonates with the brand’s philosophy of youthful energy and global appeal. TPL co-founders Kunal Thakkur and Mrunal Jain welcomed Kia not merely as a sponsor but as a long-term partner invested in building champions for India.
