Kia UK Limited and Surrey County Cricket Club (Surrey CCC) have extended their successful partnership for a further five years, to the end of 2029.
The agreement maintains Kia’s headline sponsorship of the club and its home, the iconic Kia Oval, that first began in 2010, making it one of the longest brand associations in English sport. The sponsorship becomes the biggest partnership in the Club’s 179-year history.
The Kia logo will sit proudly around the historic ground, on both Surrey men’s and women’s shirts and across the Club’s digital channels, helping to drive brand awareness among a global audience.
The partnership will also see Kia sponsor the Club’s four, 150 foot, floodlights, with a commitment to switching from halogen bulbs to efficient LED lights in the coming years. This is expected to reduce energy consumption by approximately 40 per cent, and reduce carbon emissions by around 168 tons, compared to the existing halogen bulbs.
Sustainability remains a key commitment for Kia and Surrey CCC, with both setting a series of ambitious goals. Surrey CCC aims to reduce its total emissions output by 45 per cent by the end of 2024, with an 80 per cent carbon footprint reduction due by 2030. Kia is committed to realising worldwide carbon neutrality by 2045 and is set to introduce 15 fully electric vehicles globally by 2027, while all Kia manufacturing sites will be powered by 100 per cent renewable energy by 2040.
The partnership will continue to place a strong emphasis on inspiring new generations of cricket players and enthusiasts. In September 2023, Kia gave young cricket fans the opportunity to be coached by cricket legend Kumar Sangakkara at the Kia Oval, creating memories that will last a lifetime. Kia has also created a bespoke fan zone called ‘The Best Seats in the House’, an inspirational space to watch the match, very close to where the action is.
Kia will continue to be closely involved with the ground’s renowned T20 matches, for example through the hugely popular ‘Kia Catch’ where fans can win £1,000 by cleanly catching a six struck into the stands. Visitors will also be able to explore first-hand the latest Kia vehicles, including the brand’s expanding range of all-electric models, at many key matches.
To mark the signing of this latest agreement, Kia and Surrey CCC have collaborated on a launch video featuring some of the Club’s stars, including Alec Stewart, Aylish Cranstone, Bryony Smith, Gareth Batty and Jamie Smith.
The video features Kia’s flagship electric vehicles, the EV6 and seven-seat EV9, alongside the iconic Kia Oval ground as a true representation of the renowned partnership.
Paul Philpott, President and CEO of Kia UK said of the sponsorship: “I am thrilled to be able to announce that Kia UK will be continuing this long-standing partnership that began almost 14 years ago with Surrey CCC.
“The partnership between Kia and Surrey CCC has been mutually beneficial for many years. Whether it’s the collaboration we share with club and its fans, or the light the sponsorship has shone on our award-winning vehicles to 27,500 pitch side spectators, plus many more remote viewers. We look forward to working closely with the club in the years to come, pursuing new goals based on our shared values.”
Steve Elworthy MBE, Chief Executive Officer of Surrey CCC, said: “It’s always been important for us to partner with a company that respects our Club’s rich heritage, the game of cricket, and the health of the world around us. Having a partner that champions the importance of sustainability will help drive the Club towards our ambitious target of reaching Net Zero by 2030.”
“With common goals and strong links to Surrey, Kia has been a fantastic partner over the last 14 years, and we look forward to continuing our journey together.”
Alec Stewart, Director of Cricket at Surrey CCC, added: “Since 2010, the partnership has been a great success for both Kia and Surrey. Their continued support is crucial as we continue to strive towards winning trophies, and we are proud to be extending the deal for a further five years.”