Kia And Rafa Collaborate On Tennis Schools
M&C Saatchi Sport & Entertainment has launched the latest iteration of Kia’s Clubhouse programme, ‘Kia Clubhouse: Melbourne’ in partnership with Rafa Nadal Foundation during the 2023 Australian Open.
Working in collaboration across global offices in London and Sydney, the agency launched the latest phase of the programme following Kia’s recent extension of the brand’s partnership with the tournament until 2028.
To mark the launch of the latest Clubhouse location, Kia gave 18 children from Rafa Nadal Foundation in Mallorca and Nadal Educational Tennis School India a ‘once-in-a-lifetime Melbourne experience.’
They were provided with behind-the-scenes access to the 2023 Australian Open and taken on trips around the city, including visits to Melbourne Zoo, a culinary school where they cooked traditional Australian dishes, and a street art tour.
Rich Barker, CO-Managing Director of M&C Saatchi Sport & Entertainment London comments: “Increasingly, we are able to collaborate closely with our global M&C Saatchi Sport & Entertainment network, to activate world-class brand experiences across all regions of the world. As a network, we are driven by a belief in the power of passions to make brands culturally relevant while driving longlasting societal and commercial impact.
“The Kia Clubhouse partnership does exactly this, bringing to life opportunities which will inspire the next generation of tennis players, in one of the world’s top destinations for iconic sporting tournaments.”
Michael Choo, Head of Kia Brand Experience at Kia Corporation commented, “After a successful launch of the Kia Clubhouse in Paris last year, we committed to continuing the legacy to help inspire the next generation through movement, tennis and our long-term partner Rafa Nadal. Uniting RNF beneficiaries from both India and Mallorca, Kia Clubhouse: Melbourne was the next step on our journey to provide more spaces for children to have access to tennis”.
