Kia India and Tennis Premier League Forge Landmark Multi-Year Partnership to Elevate Indian Tennis
On May 19, 2026, Kia India and the Tennis Premier League (TPL) officially announced a landmark three-year partnership. Kia India will now serve as the Exclusive Sponsor for the sporting league. This collaboration brings together Kia India’s extensive global tennis heritage with TPL’s rapidly expanding grassroots and league ecosystem within the country. The core objective of this association is to strengthen the participation, overall engagement, and long-term growth of tennis among newer audiences across India.
The Vision Behind the Alliance
Kia India brings a formidable 25-year global tennis legacy, primarily built through its long-standing association with the Australian Open. During this time, the brand has consistently focused on youth-centric and participation-led initiatives to create meaningful experiences around the sport. This multi-year deal represents one of the most significant milestones in Indian tennis history. It unites one of the world’s leading automotive brands with a homegrown movement that is quietly rewriting the nation’s tennis narrative through its dedicated app and league.
Kia India recognizes TPL’s strong grassroots focus and the growing visibility of the sport. The automaker sees this partnership as a robust platform to further solidify engagement around tennis in India and to support the sport’s long-term growth through greater structure, scale, and sustained financial investment. This partnership is highly anticipated to enhance the nationwide reach of tennis, bringing the game closer to households and positioning it as India’s next major sporting movement.
Strategic Integration and the League Ecosystem
As part of this comprehensive multi-year association, Kia India will be deeply integrated across the entire Tennis Premier League ecosystem. This extensive brand integration includes a prominent presence on the TPL App. Furthermore, Kia India will serve as the front-of-jersey sponsor for all eight franchise teams competing in the league.
The Tennis Premier League has successfully completed seven seasons under the auspices of the All India Tennis Association. The league has built immense credibility and mass appeal over the years, backed by iconic brand ambassadors such as Leander Paes and Sania Mirza. It also features the active involvement of celebrated personalities, including Sonali Bendre Behl, who co-owns the Lucknow Blazers, and Rakul Preet Singh, co-owner of the Hyderabad Strikers. Fans across the country can watch the Tennis Premier League broadcast live on Jio Hotstar. Through these efforts, TPL has emerged as one of the most consistent and impactful non-cricket sporting leagues in India.
Empowering Grassroots: The Race to Gold Scholarship
Beyond professional competition, the partnership tightly aligns with Kia India’s vision of enabling greater participation while strengthening TPL’s foundational grassroots initiatives. These initiatives have played a critical role in driving local tournaments and identifying emerging tennis talent across the country.
Over the past two years, TPL’s flagship “Race to Gold Scholarship” initiative has successfully supported over 80 young tennis players throughout India. With the newfound support from Kia India, this vision is expanding significantly. The partnership now aims to empower more than 120 additional young athletes in the coming years. The ultimate long-term goal of this expanded initiative is to meticulously nurture Olympic-level talent capable of securing medals for India at the 2036 Olympics.
Voices from the Industry on the Landmark Deal
Key figures from both organizations have expressed immense optimism regarding the partnership and its potential impact on contemporary sports culture in India.
Mr. Atul Sood, Senior Vice President of Sales and Marketing at Kia India, emphasized that sports possess the power to inspire aspirations and forge meaningful cultural connections. He noted that tennis strongly resonates with the brand’s philosophy due to its global appeal, premium character, and youthful energy. He stated that the partnership reflects a shared vision to make the sport more engaging for a new generation of Indian audiences.
The founders of the Tennis Premier League echoed this sentiment. Co-Founder Kunal Thakkur remarked that having a globally recognized brand like Kia India back their vision provides the necessary confidence to scale their efforts and genuinely impact the future of the sport in the country. Fellow Co-Founder Mrunal Jain added that by bringing Kia India on board, the league is gaining a long-term partner who shares their ultimate vision of building champions for India, rather than just adding a financial sponsor.
18-time Grand Slam Champion Leander Paes also praised the development, highlighting that over the years, TPL has successfully created a strong platform that helps tennis grow at all levels. He affirmed that partnerships with brands like Kia India are extremely important for the future of Indian tennis, as they introduce long-term vision, necessary credibility, and meaningful support to the entire sporting ecosystem.
Frequently Asked Questions (FAQs)
What is the duration of the partnership between Kia India and the Tennis Premier League? Kia India and the Tennis Premier League (TPL) have announced a landmark three-year partnership.
What role will Kia India have during the TPL seasons? Kia India has come on board as the Exclusive Sponsor for the league. As part of this, the brand will be integrated across the TPL App and will act as the front-of-jersey sponsor for all eight franchise teams.
Where can fans watch the Tennis Premier League matches? The Tennis Premier League is broadcast live on the Jio Hotstar platform.
How does this partnership benefit young tennis players in India? The partnership significantly bolsters TPL’s “Race to Gold Scholarship” initiative. With Kia India’s backing, the program aims to empower over 120 additional young athletes, with a long-term goal of nurturing talent for the 2036 Olympics.
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