Austrian tennis star Dominic Thiem’s matches are available for streaming free of charge from vehicle manufacturer Kia Austria at kia.com. This gives his fans and fans of the sport in Thiem’s home country the opportunity to follow his matches at the ATP 250 tournament in St Petersburg (19–23 September 2018). The branded content partnership was brokered by Lagardère Sports.

Coming fresh off a successful season with a few ATP tournaments already under his belt, Dominic Thiem currently ranks among the top 10 players in the world. Thiem became the first Austrian player since 1995 to play in a Grand Slam tournament final, in June 2018, where he faced off against none other than Spain’s Rafael Nadal at Roland Garros, though Nadal ultimately clinched the title. The US Open last week also allowed tennis fans to witness Thiem’s remarkable game.

As an official partner of Dominic Thiem, Kia is using the content to activate the partnership in a leading-edge way that also benefits fans in Thiem’s Austria. Rene Petzner, marketing director of Kia Austria, explains: “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!”

Thiem himself is also excited about the activation of his partner Kia: “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.”

Speaking on behalf of Lagardère Sports, Nikolaus von Doetinchem, Executive Vice President Global Media, adds: “We’re lucky to have an international car brand like Kia at our side for our first co-branded content project. This proves that brands can reach their target audiences meaningfully by broadcasting sports content on their own communication channels, thus activating their partnerships in an innovative way. We are looking forward to our cooperation with Kia!”