As Kia India shifts gears from highways to hard courts, the automaker is now betting big on India’s growing tennis culture. In a move that serves both aces and aspirations, Kia India has announced a landmark three-year partnership with the Tennis Premier League (TPL), coming onboard as the Exclusive Sponsor of the league. And no, this isn’t just another logo-on-a-jersey deal — it’s a full-throttle push to make tennis more mainstream in a cricket-obsessed nation.
The partnership brings together Kia India’s impressive 25-year global tennis legacy, thanks to its long-standing association with the Australian Open, and TPL’s steadily expanding grassroots ecosystem in India. The result? A collaboration that hopes to turn tennis courts into the next playground of sporting dreams across the country.
For Kia India, the move aligns perfectly with its premium, youthful and progressive brand image. Tennis, after all, carries the same sleek energy as a modern SUV launch — fast, stylish and occasionally dramatic enough to keep audiences glued till match point.
The multi-year partnership marks one of the biggest collaborations in Indian tennis in recent years. Kia India will now feature prominently across the entire TPL ecosystem, including the TPL App and all eight franchise teams as the front-of-jersey sponsor. Safe to say, Kia’s badge may soon become as familiar on tennis courts as it is in office parking lots.
The Tennis Premier League, operating under the aegis of the All India Tennis Association, has quietly built a credible sports ecosystem over seven successful seasons. Supported by icons like Leander Paes and Sania Mirza, along with celebrity team owners including Sonali Bendre Behl and Rakul Preet Singh, the league has steadily evolved into one of India’s most impactful non-cricket sporting platforms. Streaming on Jio Hotstar has further widened its audience reach, helping tennis slowly but surely move beyond elite club circles.
But the real focus of this partnership lies beyond centre court glamour. TPL’s grassroots programmes, especially its “Race to Gold Scholarship” initiative, have already supported more than 80 young tennis players across India over the last two years. With Kia India joining the journey, the ambition now expands to supporting over 120 additional young athletes, with a long-term vision of nurturing Olympic-level talent for the 2036 Olympics.
That’s quite the road map — from local tennis courts to Olympic podiums. Somewhere in between, there will probably also be a lot of forehands, fitness drills and parents shouting “watch the ball!” from the stands.
Speaking on the partnership, Atul Sood, Senior Vice President – Sales and Marketing, Kia India, said the company believes sports create powerful cultural connections and that tennis, with its youthful and premium appeal, resonates strongly with Kia’s philosophy. He added that the collaboration with TPL reflects a shared vision of making tennis more engaging and relevant for India’s next generation.
TPL Co-Founder Kunal Thakkur described the association as a major milestone, stating that the league’s focus has always been on building a strong grassroots ecosystem through initiatives like Race to Gold and the TPL App. He added that Kia India’s support would help scale these efforts significantly.
Co-Founder Mrunal Jain echoed similar sentiments, saying the partnership goes beyond sponsorship and represents a long-term commitment towards building future champions for India.
Tennis legend Leander Paes also welcomed the collaboration, noting that partnerships like these are crucial for Indian tennis as they bring long-term vision, credibility and meaningful support to the ecosystem.
With cricket continuing to dominate headlines, Indian tennis has often played the role of the underdog. But with corporate backing, celebrity support, digital visibility and grassroots development finally aligning, the sport could be preparing for its own breakout season. And if this partnership succeeds, Kia India may end up driving more than just cars — it could help drive Indian tennis into an entirely new era.
