Kia overtakes Toyota with $100 million tennis slam

The South Korean automaker's five-year tennis sponsorship agreement outranks Toyota's massive sponsorship of the Australian Football League (AFL).

Following a $100 million agreement to support the Australian Open tennis event through 2028,

Kia has topped the Australian automobile sports sponsorship lists.

The cash outlay surpasses Toyota Australia's anticipated $74 million investment in its sponsorship of the Australian Football League (AFL).

It is estimated to be $20 million for each of the next five years.

With a $18.5 million annual spend, the most recent four-year Toyota arrangement was described as the largest

sponsorship deal in Australian sport at the time it was announced in 2019.