As part of the deal, Kia will supply 101 cars for the tennis tournament to transport players, officials and VIPs to matches throughout the Melbourne-based tournament.
The cars will travel more than 300,000 over the course of the tournament and will be driven by 20 specially trained volunteer drivers.
Stars such as Scotland’s Andy Murray and ex-world number one Roger Federer will be transported in the cars for the duration of the event.
The cars include the all-new Kia Optima, the replacement for the Kia Magentis saloon which is set to go on sale in the UK later in the year.
Kia has a strong presence in tennis including a tie-in with world number one Rafael Nadal, who is a brand ambassador for the Korean manufacturer.
As part of the partnership, several tennis stars, including Nadal, will be interviewed inside the new Kia Optima. The idea is called The Open Drive and includes questions for the top players via an iPad.
The public will also get a chance to see the Kia line-up around Melbourne Park and in cites in several of Australia’s major cities during the tournament.
“As a proud sponsor of the Open, we are providing an opportunity for athletes, volunteers and guests to experience the excitement of the tournament with relative ease,” said Kia Motors Australia President and CEO M.K. Kim.