In a massive power move for Indian sports, Kia India has officially joined forces with the Tennis Premier League (TPL) as its Exclusive Sponsor. The landmark three-year partnership represents a seismic shift for non-cricket sports in the country, merging a global automotive giant boasting a quarter-century of tennis heritage with a homegrown league that is aggressively redefining how the sport is consumed, played, and nurtured across the subcontinent.
The multi-year alliance bridges Kia’s storied 25-year global tennis legacy—most notably anchored by its iconic association with the Australian Open—with India’s fastest-growing tennis ecosystem. By uniting with the TPL, Kia India is doubling down on its commitment to progressive, participation-led sporting platforms that shape contemporary culture. Together, the two entities share a unified vision: to strengthen the relevance and reach of tennis, taking it out of exclusive clubs and driving it straight into the mainstream to inspire a new generation of Indian fans.
This significant milestone arrives as the TPL concludes seven highly successful seasons under the auspices of the All India Tennis Association (AITA). The league has quietly emerged as one of India’s most consistent and impactful non-cricket sporting movements, achieving unparalleled credibility and mass appeal. The league’s steady growth has been heavily bolstered by legendary brand ambassadors Leander Paes and Sania Mirza, alongside the star power of celebrity franchise co-owners, including Sonali Bendre Behl (Lucknow Blazers) and Rakul Preet Singh (Hyderabad Strikers). This potent blend of elite athleticism and entertainment has earned the league a massive broadcast footprint, streaming live to millions of households nationwide via Jio Hotstar.
At the absolute core of this strategic alliance is a profound commitment to the grassroots level—an ecosystem TPL has been quietly rewriting through its digital platforms and the official TPL App. Over the past two years, the league’s flagship “Race to Gold Scholarship” initiative has provided vital development support to more than 80 young tennis players across India. With Kia India stepping in to inject structure, scale, and sustained financial investment, this developmental vision is expanding exponentially.
Keynote Statements
Kunal Thakkur, Co-Founder, Tennis Premier League:
“This partnership with Kia India is a great moment for us. Over the last few years, we have focused deeply on building a strong grassroots ecosystem through our app and initiatives like Race to Gold along with our League. 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.”
Mrunal Jain, Co-Founder, Tennis Premier League:
“TPL has always believed in creating a complete tennis ecosystem—from identifying young talent to giving them a platform at the highest level. With Kia India coming on board, we are not just adding a sponsor; we are gaining a long-term partner who shares our vision of building champions for India.”
Mr. Atul Sood, Senior Vice President – Sales and Marketing, Kia India:
“At Kia India, we believe sports have the power to inspire aspirations and create meaningful cultural connections. Tennis, with its youthful energy, global appeal, and premium character, strongly resonates with our brand philosophy. Our partnership with Tennis Premier League reflects a shared vision to make tennis more engaging and relevant for a new generation of audiences in India. Through TPL’s growing ecosystem and grassroots focus, we look forward to supporting greater participation, engagement, and talent development around the sport.”
Leander Paes, 18-time Grand Slam Champion:
“Over the years, Tennis Premier League has created a strong platform that is helping tennis grow at every level — from grassroots development to professional competition. Partnerships like this with Kia India is extremely important for the future of Indian tennis, as they bring long-term vision, credibility, and meaningful support to the ecosystem.”
The partnership is set to empower and fund over 120 additional young athletes in the coming years. This is not just a short-term talent search; it is a meticulously structured pipeline designed to identify and nurture world-class, Olympic-level talent capable of standing on the podium and bringing home medals at the 2036 Olympics.
Fans can expect to see this partnership come to life vividly across the entire league. Kia India will be seamlessly integrated throughout the TPL ecosystem, taking center stage as the front-of-jersey sponsor for all eight franchise teams, while holding a prominent interactive presence on the TPL App to drive greater participation and engagement.
By recognizing TPL’s robust grassroots focus and the sport’s skyrocketing public visibility, Kia India is positioning tennis as the next great sporting movement in the country. This partnership goes far beyond traditional corporate synergy; it represents a shared blueprint for the future of Indian athletics. By providing the long-term scale and infrastructure necessary to thrive, this alliance ensures that the next generation of Indian tennis stars will be fully equipped to transition from local talent to global champions.
