Car major Kia India has signed a three-year partnership with the Tennis Premier League (TPL), coming on board as the exclusive sponsor for the league in a move aimed at strengthening the reach and popularity of tennis in India.
The multi-year association brings together Kia India’s long-standing global association with tennis and TPL’s expanding ecosystem around the sport, reflecting a shared focus on increasing participation, grassroots development and audience engagement.
Kia to integrate across TPL ecosystem
As part of the partnership, Kia India will be integrated across the TPL ecosystem, including the TPL App and all eight franchise teams as the front-of-jersey sponsor.
The collaboration is also expected to strengthen TPL’s grassroots initiatives that focus on conducting tournaments and identifying emerging tennis talent across the country.
TPL, which operates under the aegis of the All India Tennis Association, has completed seven seasons and has steadily built visibility as one of India’s prominent non-cricket sporting leagues. The league is streamed on JioHotstar.
The league has also received backing from leading personalities including Leander Paes and Sania Mirza, alongside franchise co-owners such as Sonali Bendre and Rakul Preet Singh.
Focus on grassroots and Olympic talent
Over the last two years, TPL’s “Race to Gold Scholarship” initiative has supported more than 80 young tennis players across India.
With Kia India joining as partner, the initiative aims to support over 120 additional young athletes in the coming years, with a long-term objective of nurturing Olympic-level talent ahead of the 2036 Olympics.
Kia India Senior Vice President- Sales and Marketing Atul Sood said sports have the power to inspire aspirations and create cultural connections.
“Tennis, with its youthful energy, global appeal and premium character, strongly resonates with our brand philosophy. Through TPL’s growing ecosystem and grassroots focus, we look forward to supporting greater participation, engagement and talent development around the sport,” he said.
Tennis Premier League Co-Founder Kunal Thakkur said the partnership validates TPL’s efforts towards building a strong grassroots ecosystem through its league and digital initiatives.
“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,” he added.
Tennis Premier League Co-Founder Mrunal Jain said the partnership goes beyond sponsorship and represents a long-term collaboration to build future champions for India.
18-time Grand Slam Champion Leander Paes said partnerships such as this are important for Indian tennis as they bring long-term vision, credibility and meaningful support to the ecosystem.
Strengthening Kia’s tennis connect
Kia India said the partnership builds on its global association with tennis spanning over 25 years through its association with the Australian Open.
The company said it continues to focus on participation-led and youth-oriented sporting initiatives, while supporting platforms that are shaping modern sports culture in India.