January 10, 2024: In a significant development for English sport, Kia UK Limited and Surrey County Cricket Club (Surrey CCC) have announced the extension of their partnership until the end of 2029. This new five-year agreement reinforces one of the longest-standing brand associations in the realm of English sports.
The renewed contract cements Kia’s role as the headline sponsor for Surrey CCC and its home ground, the renowned Kia Oval. This partnership, which initially began in 2010, now stands as the largest in the 179-year history of the club.
A noteworthy aspect of this alliance is the visibility of the Kia brand. The iconic Kia logo will be prominently displayed around the historic Kia Oval, on the Surrey men’s and women’s team shirts, and across various digital platforms of the club. This strategic placement is set to enhance Kia’s brand recognition among a global audience.
A key focus of the partnership is sustainability. As part of their commitment, Kia and Surrey CCC have set ambitious environmental goals. Kia plans to achieve carbon neutrality by 2045 and is on track to launch 15 fully electric vehicles worldwide by 2027. The company also aims to power all its manufacturing sites with 100% renewable energy by 2040. Meanwhile, Surrey CCC targets a 45% reduction in total emissions by the end of 2024 and an 80% reduction in its carbon footprint by 2030.
The partnership will also see a shift from halogen bulbs to energy-efficient LED lights in the club’s four 150-foot floodlights, potentially reducing energy consumption by 40% and cutting carbon emissions by about 168 tons.
Beyond environmental commitments, the partnership focuses on nurturing the next generation of cricket enthusiasts. Initiatives like coaching sessions with cricket legend Kumar Sangakkara and the creation of the ‘The Best Seats in the House’ fan zone exemplify this effort. Additionally, the partnership enhances the experience of T20 matches, including the popular ‘Kia Catch’ challenge, where fans can win prizes.
To celebrate this renewed collaboration, Kia and Surrey CCC have released a launch video featuring club stars and Kia’s flagship electric vehicles, the EV6 and EV9. This video symbolizes the strong bond between the two organizations.
Paul Philpott, President and CEO of Kia UK, expressed excitement about the continued partnership, highlighting its mutual benefits and alignment with shared values. Steve Elworthy MBE, CEO of Surrey CCC, emphasized the importance of partnering with a company that respects the club’s heritage and environmental responsibilities. Alec Stewart, Director of Cricket at Surrey CCC, noted the partnership’s role in the club’s success and aspirations for future achievements.
This partnership not only represents a significant milestone in sports sponsorships but also demonstrates a shared commitment to sustainability and future-oriented development in the world of sports.