Kia will broadcast Dominic Thiem’s tennis matches on their website

Car manufacturer Kia looks to take full advantage of their partnership with rising tennis star, Dominic Thiem.

In what feels like an industry first for sponsorship deals, Kia will broadcast live coverage of Thiem’s matches from the St Petersburg Open for free on its website.

Kia secured the exclusive rights through Lagardère Sports agency, giving Thiem’s fans access to all of his matches from the ATP 250 tournament, which starts on 17th September.

The 25-year old Austrian took Rafael Nadal to five sets at the US Open last week and is one of the rising stars in men’s tennis.

Dominic’s 2018 season has seen him feature in his first Grand Slam final at Roland Garros in June and Kia Austria is looking to take advantage of his increasing popularity,

“I’m happy that my partner Kia has made it possible for my fans to watch my St Petersburg matches live and for free with this ground-breaking project,” Thiem said.

Kia marketing director, Rene Petzner added: “By offering free, exclusive streaming of Dominic’s matches in St Petersburg for the first time ever at kia.com, we have given his fans the chance to be part of the action – hopefully all the way to the final.”