Kia India and Tennis Premier League (TPL) have announced a three-year partnership, with the automotive company joining as the Exclusive Sponsor for the league. The association brings together Kia India’s global tennis legacy and TPL’s expanding tennis ecosystem in India, with a focus on increasing participation, engagement and long-term growth of the sport among newer audiences.
The partnership marks a significant development for Indian tennis, aligning one of the world’s leading automotive brands with a domestic sports property that has steadily built visibility through its league structure and digital initiatives. The collaboration combines Kia India’s long-standing association with international tennis and TPL’s efforts to strengthen grassroots participation and create a broader sporting culture around tennis in India.
Kia India’s involvement in tennis globally spans 25 years through its partnership with the Australian Open. The company has consistently positioned the sport within its youth-focused and participation-led marketing initiatives. Through its association with TPL, Kia India aims to further strengthen engagement with audiences through sports-led experiences and support platforms contributing to the growth of contemporary sports culture in India.
TPL, which has completed seven seasons under the auspices of the All India Tennis Association, has built credibility through partnerships with players and personalities including Leander Paes and Sania Mirza, alongside celebrity franchise stakeholders including Sonali Bendre Behl, co-owner of Lucknow Blazers, and Rakul Preet Singh, co-owner of Hyderabad Strikers. Broadcast on JioHotstar, the league has positioned itself as a growing non-cricket sports property focused on building sustained audience engagement.
As part of the partnership, Kia India branding will be integrated across the TPL ecosystem, including the TPL App and all eight franchise teams, where the company will serve as front-of-jersey sponsor. The collaboration is also expected to support TPL’s grassroots initiatives, which focus on organising tournaments and identifying emerging tennis talent across the country.
One of the central initiatives under the partnership is TPL’s ‘Race to Gold Scholarship’ programme. Over the last two years, the initiative has supported more than 80 young tennis players across India. With Kia India’s backing, TPL plans to extend support to over 120 additional athletes in the coming years, with the long-term objective of developing Olympic-level talent ahead of the 2036 Olympics.
The partnership reflects the growing role of sports marketing and sponsorships in creating audience communities around emerging sports properties in India. By combining league visibility, grassroots programmes and digital engagement through the app ecosystem, the association aims to expand tennis viewership and participation across markets beyond traditional sporting centres.
Atul Sood, senior vice president – sales and marketing, Kia India, said, “At Kia India, we believe sports have the power to inspire aspirations and create meaningful cultural connections. Tennis, with its youthful energy, global appeal, and premium character, strongly resonates with our brand philosophy. Our partnership with Tennis Premier League reflects a shared vision to make tennis more engaging and relevant for a new generation of audiences in India. Through TPL’s growing ecosystem and grassroots focus, we look forward to supporting greater participation, engagement, and talent development around the sport.”
Kunal Thakkur, co-founder, Tennis Premier League, said, “This partnership with Kia India is a great moment for us. Over the last few years, we have focused deeply on building a strong grassroots ecosystem through our app and initiatives like Race to Gold along with our League. Having a global brand like Kia India recognize and back this vision gives us the confidence to scale our efforts and truly impact the future of Indian tennis.”
Mrunal Jain, co-founder, Tennis Premier League, added, “TPL has always believed in creating a complete tennis ecosystem—from identifying young talent to giving them a platform at the highest level. With Kia India coming on board, we are not just adding a sponsor; we are gaining a long-term partner who shares our vision of building champions for India.”
Leander Paes said, “Over the years, Tennis Premier League has created a strong platform that is helping tennis grow at every level — from grassroots development to professional competition. Partnerships like this with Kia India is extremely important for the future of Indian tennis, as they bring long-term vision, credibility, and meaningful support to the ecosystem.”
