‘Our Aim Is Not to Cut and Paste, but Dynamically Build Tennis in India’

For a country where sports marketing is overwhelmingly dominated by cricket, Kia India’s decision to invest in tennis may appear unconventional. But for Atul Sood, Senior Vice President – Sales & Marketing, Kia India, the move is a natural extension of the brand’s long-standing global association with the sport.

Speaking to IMPACT, Sood explained that Kia’s partnership with tennis in India stems from its deep-rooted global involvement, particularly through its association with the Australian Open. “One of the key reasons we decided to partner with tennis was because our thinking is very similar. We are both looking at how we can develop the sport in the country,” he said.

Rather than merely replicating successful international models, Kia is looking to adapt its global experience to local realities. Drawing on years of supporting tennis through infrastructure, logistics and fan engagement initiatives overseas, the company aims to create meaningful experiences for Indian audience because it believes tennis has a much stronger presence in the country now. “Our intent is not to just cut and paste, but build on that experience in the country,” Sood noted.

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The initiative is also part of a broader effort to strengthen Kia’s cultural relevance. While the brand is widely recognised for its technology-led positioning, Sood believes sports can help create more emotional and lifestyle-oriented connections with consumers. Tennis, according to him, aligns naturally with Kia’s target audience and offers an opportunity to move beyond product-centric communication towards stronger brand storytelling.

That said, Kia is not shifting away from its technology-first credentials. “There is nothing that takes away from our focus on providing the best technology and safest cars to our customers,” Sood emphasised.

For now, Kia’s sporting focus remains firmly on tennis. The company plans to work closely with stakeholders to grow the game’s popularity, deepen fan engagement and create a more vibrant tennis ecosystem in India.