Kia Corporation has officially announced the extension of its long-standing partnership with tennis legend Rafael Nadal, marking an incredible 21 years of collaboration that has evolved far beyond traditional sponsorship. To celebrate this milestone, Nadal visited Korea for a series of special events under the theme “The Road Ahead.”
A Partnership Built on Shared Values Since 2004
The partnership between Kia and Rafael Nadal began in 2004, when Kia Spain sponsored the young tennis prodigy. Following his breakthrough victory at the 2005 French Open, Kia appointed Nadal as a global brand ambassador in 2006. Since then, the partnership has symbolized shared values of resilience, innovation, and continuous self-improvement—principles that define both Nadal’s career and Kia’s brand philosophy.
“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 of 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.”
Rafael Nadal echoed this sentiment, expressing gratitude for the enduring partnership:
“I would like to thank the Kia family for their enduring support and friendship throughout our 21 years together. Our partnership began when I was very young and has lasted over two decades, a powerful statement of our shared values. Going forward, I am sure we will continue to work together and inspire each other toward growth and innovation. The future awaits for both and we will work the future for the next generation both on and off the courts.”
Nadal Returns to Korea for “The Road Ahead” Celebration
Nadal’s visit to Korea marks his first since 2013. The official renewal ceremony took place at Kia Unplugged Ground in Seongsu, Seoul—Kia’s flagship brand experience space. The event celebrated the history of Kia and Nadal’s shared journey, highlighting the alignment of their values and mutual pursuit of excellence.
Prior to the ceremony, Nadal joined a junior tennis program at Tennez Park in Walkerhill Hotel, where Korea’s top 20 junior players trained under coaches from the Rafa Nadal Academy. Two standout participants earned the opportunity to attend the High Performance Tennis Junior Camp in Spain next year.
Later in the day, Nadal will meet fans and influencers during a special Q&A event, offering personal insights into his life, career, and the inspiration behind his success. Attendees were selected through a social media challenge, reflecting Kia’s commitment to engaging fans through innovative digital experiences.
Pop-Up Exhibition at Kia Unplugged Ground
Running until November 9, Kia Unplugged Ground will host a pop-up exhibition dedicated to celebrating the legacy of Kia and Rafael Nadal’s partnership. The immersive showcase will feature highlights from Nadal’s illustrious career, along with the story of his two-decade affiliation with Kia. Visitors will also get to view the Kia PV5 Passenger and EV9 GT Line—the latter being Nadal’s personal vehicle of choice.
Kia’s Longstanding Commitment to Tennis
Beyond its collaboration with Nadal, Kia has been a cornerstone supporter of global tennis for more than two decades. Earlier this year, Kia renewed its role as the Major Partner of the Australian Open (AO25) for the 24th consecutive year, reinforcing its status as the longest-running major partner in the tournament’s history.
Through partnerships like these, Kia continues to inspire new generations of athletes and fans, embodying its mission to create movement that inspires—both on and off the court.
