Kia Philippines is putting its support behind the next generation of Filipino tennis players through a new partnership with the Philippine Tennis Academy (PTA).
The collaboration officially launched with the Play It Forward Fundraising Tournament, marking the start of Kia’s grassroots tennis development initiative. The program is designed to give young athletes greater opportunities to compete, train, and develop their skills as they pursue their ambitions in the sport.
Under the partnership, Kia will provide the PTA with an annual investment of P1 million to support its scholars.
The funding will cover registration, travel, and accommodation for more than 30 scholar tournament participations. It will also provide 10 selected scholars with specialized development funds, equipment, and coaching, giving them additional resources to advance their development on and off the court.
Beyond supporting individual athletes, Kia Philippines will also back community clinics and tournaments. The company said these activities are intended to help inspire more young Filipinos to take up tennis and contribute to the development of future sports champions.
The partnership reflects Kia’s “Movement That Inspires” philosophy, with the automaker looking beyond mobility and toward initiatives that can create opportunities within local communities.
For the PTA, the support provides a practical boost to its grassroots development efforts. Competitive tennis can require significant spending on tournament registration, travel, accommodation, equipment, and coaching, making financial support particularly important for young athletes working to progress through the sport.
Kia said the partnership is ultimately aimed at empowering young athletes and helping elevate Philippine tennis to the global stage.
The initiative also gives the Play It Forward program a stronger platform as Kia joins efforts to develop young Filipino talent. Rather than focusing solely on established athletes, the partnership puts resources into scholars and community-level activities where support can have a direct impact on participation and development.
With an annual commitment already established, the partnership provides the PTA with continuing support for its scholars and grassroots programs. For aspiring Filipino tennis players, that could mean more opportunities to compete, train, and gain the experience needed to take the next step in their careers.
The partnership is another example of how sports development programs can bring businesses and local organizations together to create opportunities for young athletes.
Autocar’s Take
Kia Philippines’ partnership with the PTA is a welcome move because it puts meaningful resources behind young Filipino athletes. The P1 million annual investment is particularly significant, with funding going toward tournament participation, travel, equipment, coaching, and specialized development. These are practical needs that can often determine how far a promising athlete can go.
Supporting more than 30 scholar tournament participations and providing additional assistance to 10 selected scholars also gives the Korean brand’s sport program a tangible structure. If sustained over time, this Kia Philippines sports development initiative could help create more opportunities for young tennis players and strengthen the grassroots foundation of Philippine tennis.
