Lexus, one of the world’s leading premium car brands, has become the Official Automotive Partner and Platinum Partner of the ATP Tour, from 2023.
The major multi-year partnership will see Lexus build tournament partnerships in key markets, engaging premium fan demographics as the Official Car partner across a portfolio of ATP Tour events. This includes the recently announced partnership between Lexus and the Lawn Tennis Association (LTA) in the UK, which takes in the Cinch Championships (Queen’s) and Rothesay International (Eastbourne), as well as the Fazyez Sarofim & Co US Men’s Clay Court Championship (Houston). ATP and Lexus will also work together to establish additional partnerships with ATP tournaments and players, from this season.
As a highlight, from 2023, Lexus becomes Platinum Partner and Official Automotive Partner of the Nitto ATP Finals, to be held from 12 to 19 November in Turin, Italy. Here, the top eight qualifying singles players and doubles teams will compete for the prestigious title. Lexus will provide a fleet of electrified models, including the new all-electric RZ 450e, to support transportation of players, officials and other guests during the tournament.
Lexus will also receive year-round brand exposure across ATP Tour’s fast-growing digital and social platforms, including Title Partnership of ATP Head-to-Head, a popular interactive feature that enables fans to explore rivalries between Tour players.
Lexus is a pioneer in electrification in the premium car industry, building towards its holistic sustainable mobility vision, Lexus Electrified. The brand’s comprehensive electrified portfolio includes self-charging hybrid electric, plug-in hybrid electric and all-electric models. Promoting the use of such vehicles during ATP tournaments, in 2023 and beyond, aligns with the ATP Tour’s climate ambitions under ATP Serves and UN Sports for Climate Action, which includes a Net Zero emissions target by 2040.
Massimo Calvelli, ATP CEO, said: “The ATP Tour and Lexus brands tell a story of innovation, performance and excellence that perfectly aligns with our efforts under ATP Serves. Our fans and customers come first, and our brands both operate with a focus on providing unforgettable experiences. We’re delighted to welcome Lexus as an ATP Tour Platinum Partner and to build on that shared narrative across our global platforms.”
Pascal Ruch, European Vice President Lexus and Value Chain, commented: “At Lexus, we adopt a human centred approach in everything we do. This not only applies to our cars but also to the class-leading experience we provide to our customers. Our goal is to put a smile on the face of our customers. We see this as being a great match with tennis competition, where individual performance creates ultimate excitement. We are thrilled to partner with ATP Tour and share the passion of top-level tennis with millions of fans across Europe and beyond.”
*Article Source www.media.lexus.co.uk
