The collaboration brings together Kia India's global connection with tennis and the Tennis Premier League's sustained efforts to expand the sport's reach across the country. As part of the partnership, Kia India will be integrated throughout the league's ecosystem, including its digital platforms and mobile application. The company will also feature as the front-of-jersey sponsor for all eight franchise teams competing in the tournament.
Operating under the All India Tennis Association, the Tennis Premier League has completed seven successful seasons and has steadily established itself as a unique blend of competitive sport and entertainment. The league has attracted prominent ambassadors, including Leander Paes and Sania Mirza, and has broadened its audience through streaming on Jio Hotstar.
A major focus of the new partnership will be the expansion of grassroots initiatives spearheaded by the Tennis Premier League. The Race to Gold Scholarship programme, which has supported more than 80 young tennis players over the past two years, is expected to receive a significant boost through Kia India's involvement. The league plans to extend assistance to more than 120 additional players in the coming years, providing crucial support to emerging talent from across India.
Atul Sood, Senior Vice President, Sales and Marketing at Kia India, said sports have the ability to inspire aspirations and create meaningful cultural connections. He stated that tennis, with its youthful energy, global appeal, and premium character, aligns closely with the company's brand philosophy.
Kunal Thakkur, Co-Founder of the Tennis Premier League, said the partnership would play a vital role in expanding grassroots programmes and strengthening the league's development initiatives. Supporting this view, tennis legend Leander Paes emphasised that sustained partnerships are essential for building a strong foundation for Indian tennis at both grassroots and professional levels.
The partnership marks a significant milestone for Indian tennis, combining corporate support with a clear focus on nurturing future champions. By backing both elite competition and young talent development, Kia India and the Tennis Premier League aim to create a stronger and more sustainable ecosystem for the sport in the country
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