Kia Sponsors PCA Tennis Tournament in Philippines reports Tennis Lessons Sydney
Continues strong support for tennis worldwide
The tournament is now in its year 31, at the Philippine Columbian Sports Complex on Plaza Diao in Paco, Manila. The tournament is now the longest running in the country by a wide margin.
The tournament simply got bigger this year with the participation of Korean car manufacturer Kia Motors, who has signed on as a major sponsor.
Kia is currently ranked fifth amongst car manufacturers in the world, and also sponsors the Australian Open. That is a truly telling sign of how important the Philippine tournament has become.
The move to sponsor should be of little surprise to many in the tennis world, as Kia has been into the marketing end of sports for some time. The single surprising aspect is that Kia has never shown interest in Philippines until recently
“Over the last few years, Kia has been aggressive with its sports marketing,” Soriano says. “Aside from the Aussie Open, we also sponsor the NBA, FIFA and LPGA, where young star Michelle Wie is our brand ambassador.”
Kia began supporting amateur soccer last year, opening its maneuver into the country as a sponsor. The Kia Cup was the largest amateur football tournament in the country, and is now an annual event.
“It allows us the opportunity to give those who are less fortunate who love the sport the chance to realize their dream to play football,” Soriano explains.
In 2013, Kia has decided to expand its overall support to tennis, which all begins with the PCA Open. Kia will be sending two non-ATP/WTA ranked players of the tournament to participate in the Kia Amateur Australian Open in January as well.
“We identify with both sports, because like us, neither are the number one sport in the country,” Soriano says. “They are, however, two of the fastest growing sports in the country, which is sort of similar to our situation. We are not a Toyota or a Honda, but we are the fastest growing automotive company in the world.
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