Kia Motors has renewed its sponsorship of the Davis Cup tennis tournament with BNP Paribas as partner, commencing with the first round starting 10 February.

Kia has become something of a tennis fan worldwide, and also sponsors the Australian Open, as a constant flow of press releases from its local importer reminds just-auto every summer.

Kia COO Yong-Hwan Kim said: "The first phase of Kia's partnership with the International Tennis Federation in sponsoring the Davis Cup proved to be valuable in supporting our rapid global expansion - particularly into the European market -- while imparting Kia's 'exciting and enabling' brand image among the legions of tennis fans around the world.

"The renewal of our Davis Cup sponsorship can be seen as Kia Motors' desire to get even closer to the fans by broadening our marketing spectrum through stepped-up on-line and on-site promotional activities."

As both official worldwide sponsor and 'official car' of the Davis Cup from 2006-2008, Kia will supply around 300 vehicles worldwide each year to transport ITF and member federation staff and players.

Graeme Roberts