FIFA Official Match Ball Carrier
Where Young Dreams Move Forward
The 49th Team Creating the Opening Moment of the FIFA World Cup 2026™
Kia creates the very first moment of the FIFA World Cup™.
As the world watches, the FIFA World Cup™ begins with OMBC.The Official Match Ball Carrier (OMBC) is a program operated exclusively by Kia, inviting children onto the pitch to deliver the official match ball to the referee — formally signaling the start of the match. Each child is personally selected and invited by Kia — future stars of the game. In that defining moment, they step into the very heart of the world's biggest stage.
As the world watches, the FIFA World Cup™ begins with OMBC.The Official Match Ball Carrier (OMBC) is a program operated exclusively by Kia, inviting children onto the pitch to deliver the official match ball to the referee — formally signaling the start of the match. Each child is personally selected and invited by Kia — future stars of the game. In that defining moment, they step into the very heart of the world's biggest stage.
Master Plan
Deliver to Inspire
The Next Legend
Official Match Ball Carrier, The World Cup™’s 49th Team
The FIFA World Cup 2026™ — the largest in history, bringing together 48 nations. On that stage, one final team takes its place.
Rising football talents selected through local auditions around the world come together at the Kia OMBC Cup 2026™. More than just a tournament, it is a space where inspiration flows between players — children learning from legends, sharing the same dream with new friends, connected through the universal language of the game. United as one, they come together as the 49th Team stepping onto the FIFA World Cup™ stage. Discover their stories — united by passion for football and shared dreams.
Rising football talents selected through local auditions around the world come together at the Kia OMBC Cup 2026™. More than just a tournament, it is a space where inspiration flows between players — children learning from legends, sharing the same dream with new friends, connected through the universal language of the game. United as one, they come together as the 49th Team stepping onto the FIFA World Cup™ stage. Discover their stories — united by passion for football and shared dreams.
Phase 1
Phase 2
Phase 3
Phase 4
FIFA World Cup 2026™
The 49th Team Stepping onto the FIFA World Cup™ Stage
Phase 1: The Calling
A Call Toward a Dream
French football legend Thierry Henry sets out to build OMBC — the 49th Team of the FIFA World Cup 2026™. Answering his call, football legends from around the world join one by one, as the journey to becoming the 49th Team begins.
49th Team Draw
Through the draw, Thierry Henry unveils the participating countries of the Kia OMBC Cup, alongside the FIFA World Cup 2026™: the 49th Team.
Rio Ferdinand Joins
English football legend Rio Ferdinand answers Thierry Henry's call and joins the journey to select the UK OMBC.
Jorge Campos Joins
Mexican football legend Jorge Campos joins the journey to help select the Mexico OMBC, showcasing his iconic jersey.
David Villa Joins
Spanish football legend David Villa joins the 49th Team, carrying the passion of Spain onto the world stage.
Ahn Jung-hwan Joins
Korean football legend Ahn Jung-hwan joins the journey to carry on the legacy of the 2002 FIFA World Cup™.
Phase 2: Local Audition
Chosen by Legends
Across 10 countries around the world, legends and coaches set out to find the children who would join the OMBC journey. What mattered most went beyond skill. Children who embody five values — Passion, Courage, Resilience, Joy, and Inspiration — are chosen as the new faces of the 49th Team.
Manifesto
Thierry Henry, leader of the 49th Team, introduces the Official Match Ball Carriers — the 49th to join the FIFA World Cup™ — and shares their stories with the world. Witness their journey to becoming OMBCs.
The Call Up
Football legends and coaches from around the world join the journey to build the 49th Team for the FIFA World Cup 2026™, heading to local auditions to select the OMBCs of their own country.
The Selection
At local auditions, football legends and coaches selected the young players who best embodied the values of the 49th Team.
Ways of the Team
The selected OMBCs share their thoughts on the values that define the 49th Team and what those values mean to them.
Squad Reveal
Meet the OMBCs from each country on their journey to becoming the 49th Team.
Phase 3: Kia OMBC Cup 2026™
Becoming One Team
For the first time, the OMBCs selected from each country come together in Los Angeles. The Kia OMBC Cup 2026™ is more than just a tournament. Under the guidance of legends, the children move beyond competition to understand one another and grow together — becoming the true 49th Team, ready to step onto the FIFA World Cup 2026™ stage.
One Team
The OMBCs selected from each country gather in Los Angeles for the first time to take part in the Kia OMBC Cup 2026™. Now, their second journey begins.
Boot Camp
Through training with football legends at the Kia OMBC Cup 2026™, the OMBCs grow — developing not only their football skills, but also the values of the 49th Team.
49th Team Photo
The OMBCs are now ready to step onto the FIFA World Cup 2026™ stage as members of the 49th Team. Cheer on the children of the 49th Team — and the head coach and coaches who guided them to this next chapter.
OMBC Cup Highlights
Under the guidance of football legends and coaches at the Kia OMBC Cup 2026™, the OMBCs compete alongside peers from other countries — learning the values of the 49th Team and growing together.
Phase 4: FIFA World Cup 2026™
The 49th Team Stepping onto the FIFA World Cup™ Stage
Now, the children step onto the FIFA World Cup 2026™ stage. As they enter the pitch carrying the official match ball, they become part of the opening moment of the match. And even after the final whistle, the journey of challenge and growth that began with the 49th Team continues on.
Class of '26
The children have long dreamed of stepping onto the FIFA World Cup™ stage — and now, as Official Match Ball Carriers, they finally take their place on that stage.
Coming Soon.
Coming Soon.
Legend Verdict
The OMBCs signal the start of the FIFA World Cup™ match, while the legends watch on and cheer them on.
Coming Soon.
Coming Soon.
Forever 49th Team
The FIFA World Cup™ — the world's greatest stage of dreams — may have come to a close, but the journey of the 49th Team is far from over. Look forward to the day they step onto that stage once again — this time, as players.
Coming Soon.
Coming Soon.
FIFA World Cup 2026™ — Together with OMBC
The journey of the 49th Team does not end with the opening of the match. As an official partner of the FIFA World Cup 2026™, Kia continues to create more unforgettable moments of the tournament — beginning with OMBC.
Experience Beyond the Match
The excitement that begins inside the stadium extends far beyond it. As an official partner of the FIFA World Cup 2026™, Kia expands the tournament experience — from mobility to shared experiences and connection.
Official Tournament Vehicle Support
Kia has long supported the mobility of players and officials across FIFA international tournaments, ensuring that every moment flows seamlessly.
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Youth and Future Generation Programs
From youth and women’s tournaments to futsal and the FIFA eWorld Cup™, Kia continues to support football’s future—staying closest to the moment when the sport becomes a dream.
FIFA Fan Festival
A global gathering place beyond the stadium, where Kia connects the passion of football with culture and celebration through mobility-centered experiences.
Brand Booth
A space to experience the present and future of mobility. Through its EV lineup, Kia shares its vision for electrification and sustainability.
FIFA World Cup 2026™ Download the 49th Team Display Theme
Every moment of the FIFA World Cup 2026™, Kia stands alongside the passion and determination of the OMBCs. Experience the excitement of passionate support and thrilling victories through Kia’s display theme.
OMBC has long invited children to take partin the opening moment of the FIFA World Cup™. The OMBC Cup transforms their own challenge into an experience of growth.
And at the moment they deliver the official match ball, the match officially begins.
Kia continues the journey with them at the FIFA World Cup 2026™, ensuring their beginning becomes part of the FIFA World Cup™'s memory.
Kia, The Major Partner of
Australian Open
Australian Open
As the longest-running major partner of the Australian Open (AO), Kia has played a key role since 2002 in supporting the players on and off the court, while promoting the growth of tennis around the world.
The long-standing relationship between Kia and the AO is grounded in shared values such as their commitment to innovation and sustainability.
Last year’s AO was a momentous occasion, with Kia showcasing its new brand at the vehicle handover ceremony and throughout the tournament. This year, Kia will trigger an innovative movement towards sustainability with the ‘Aces for Oceans’ campaign. Kia is also celebrating the 21st anniversary of partnership with the opening of the spectacular 5,000-seat Kia Arena in Melbourne Park.
Kia Arena, a milestone in a 21-year
long partnership
The AO has unveiled a new 5,000-seat show court at Melbourne Park this year. The court, named Kia Arena, represents the ongoing relationship between Kia and the AO.
Kia Arena provides another premium space for fans to enjoy tennis.
The court is partially sunken into the ground and located next to Rod Laver Arena, whilst also featuring an open-roof structure in a bid to provide shade and weather protection for fans.
In line with the brand belief that ‘movement inspires ideas’,
Kia expects to see many memorable moves unfold at the Kia Arena.
Great things start with a simple movement, so ‘Make Your Move’
"We at Kia strongly believe in our ethos that movement inspires ideas. We feel privileged to have Rafa on our team as our global brand ambassador over past 15 years. He is not only one of the greatest athletes in history but an icon of inspiration who constantly strives to make a positive impact in the world through his diverse social contribution activities.“
- Artur Martins, Senior Vice President and Head of Kia's Global Brand and Customer Experience Division
Some people think we need to take huge strides to create change. But this isn’t true. Extraordinary doesn’t start as extraordinary. All great things start with a simple movement. Here’s the story of Nadal and the people who keep moving, believing they can make a difference.
Kia has striven to create a new movement as a reliable partner and a sustainable mobility provider. There have been both small and big footsteps along our journey so far. Now we want you to make your own move for a better future. A better future for you and for us all.
Australian Open
Move Different
The beginning of a different kind of movement
A ball racing across the court carries the future within.
That energy comes alive through Nadal’s relentless play, and expands into a new standard for future mobility with the Kia EV4. In 2026, this remarkable partnership reaches a new milestone: its 25th anniversary. And now, building on the journey so far, Kia embarks on an even greater movement.
A Legacy Built on Trust
2002
2012
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2026
A Legacy Built on Trust
Since beginning its partnership with the Australian Open in 2002, Kia has helped redefine the standard of the sporting experience.
Kia expanded its commitment through electrification and sustainability, and solidified this vision in 2025 by transitioning all 130 official tournament vehicles to sustainable models. In 2026, Kia reaches a defining milestone: 25 years as the Australian Open's longest-standing major sponsor.
Kia expanded its commitment through electrification and sustainability, and solidified this vision in 2025 by transitioning all 130 official tournament vehicles to sustainable models. In 2026, Kia reaches a defining milestone: 25 years as the Australian Open's longest-standing major sponsor.
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Shaping the Future on My Own Terms
"Move Different" is the attitude of forging your own path toward better choices and broader possibilities. With this spirit, we shape the future in our own way—on the court, on the road, and in every moment of life.
A Journey of Values with Nadal
Rafael Nadal follows no one’s way but his own. He moves to his own rhythm, his own instincts, his own rituals. And through that distinctive movement, Nadal has turned possibility into reality.
Be
Different
The Australian Open: A Challenger Driving Innovation
The Australian Open transcends tradition, creating new experiences through what sets it apart. From branding to digital, it drives innovation across all domains—making its difference clearer, bolder, and unmistakably its own.
Hit
Different
EV4: The Vision of Electrification
The EV4 sets a new standard for the electric era. Kia chooses a different path for a sustainable future, expanding the EV experience into everyday life. The EV4 brings that vision to life, driving the evolution of future mobility.
Move
Different
A Brand Experience
That Moves the Future
“Move Different” extends beyond a message—becoming a brand experience you can feel firsthand.
Official Vehicle Partnership
Kia supports the Australian Open with a fleet of electrified vehicles for a sustainable future. By showcasing the EV3, EV5, EV6, and EV9, Kia introduces new mobility experiences and expands the standards of sustainable mobility.
Global Customer & Influencer Program
Kia invites global customers and influencers to experience more than an EV test drive—offering a distinctive journey at the Australian Open. Through EV4 experiences, match viewing, and brand programs, guests share the value of sustainable mobility through their own content.
Advanced automotive technology
At Melbourne Park, Kia showcases its EV lineup—featuring the Kia EV3, EV4, EV5, EV6, EV9 and PV5, while introducing cutting-edge eco-friendly technologies. Customers can also experience Kia’s vision of future mobility up close through interactive programs and hands-on exhibits.
Ballkids Program
Kia runs the Ballkids Program to help young people grow through on-court experience. As an essential part of tournament operations, participants develop their sporting abilities and are inspired to pursue their global ambitions.
Move Different
with the EV4
The EV4 sets a new benchmark for Kia’s electrification. As more people experience the EV4’s sustainable mobility at the Australian Open, this direction becomes even clearer. Through that experience, the energy of sport and Kia’s innovation spark the next movement in sustainable mobility.
EV4: Redefining the Future of Electrification
Showcasing the future of mobility at the Australian Open, the EV4 reimagines every moment of movement. Experience the innovation of electrification witnessed on-site—feel it for yourself with the EV4.
Across 25 years of partnership, Kia and the Australian Openhave gained one conviction:movement should not follow others—it should follow what we believe in.
That is why, now and always,
we continue moving toward our own path.
Move Different.
Rafael Nadal
Rafa Nadal's inspiration in full swing
Rafa Nadal
Inspiration comes to us at the most unexpected moments. As we move from place to place and meet different people, we occasionally encounter sudden glimmers of inspiration. Indeed, that’s how our 20-time grand slam champion and tennis legend Rafa Nadal tells his story as Kia’s global ambassador since 2006 – his sources of inspiration, what makes him move forward, and how he creates the waves that inspire the rest of us.
Nadal’s secrets revealed: where victory comes from
Nadal sees his life as a story of movement, a journey to discover opportunities to learn from and be inspired by.
The Kia EV6, an ideal companion for Nadal’s journey towards sustainability
The Kia EV6 is Kia’s first dedicated electric vehicle (EV) and embodies the company’s new brand belief that ‘movement inspires ideas’. The specially customized EV6 GT-Line was presented to the tennis star at the Rafa Nadal Academy in his Spanish hometown of Manacor, Mallorca. Nadal has decided to take his first step towards fully-electric mobility with this new inspiring model.
Reducing carbon footprint through innovative electric vehicle design
Reducing carbon footprint through innovative electric vehicle design
Reducing carbon footprint through innovative electric vehicle design
LOL Europe
Your Legend Starts Here
LOL European Championship Partners with Kia
Partnership with LEC(League of Legends European Championship) led Kia into the world’s most popular esports market. Kia’s sponsorship of the LEC is the latest marketing campaign from a brand experienced in forging closer connections with younger generations.
Sponsored Events
By entering E-Sports arena as a main partner of LEC, Kia forged closer connection with younger generations.
Co-operated marketing with LEC allowed Kia to be recognized as E-Sports friendly brand, and to provide much more brand experience to E-Sports fans.
Kia's brand new partnership with League of Legends, the most popular game in the world with 115 million players and 200 million viewers.
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