The ATP Tour has announced a new partnership with car brand Lexus.
The deal, which begins in 2023, will see Lexus become the official automotive partner and platinum partner to the global tennis tour.
The major multi-year partnership will see Lexus build out tournament partnerships in key markets, becoming the ‘official car’ across a portfolio of ATP Tour events.
This is in addition to the recently announced partnership between Lexus and the LTA in the UK, which includes the Cinch Championships (Queen’s) and Rothesay International (Eastbourne), as well as the Fayez Sarofim & Co. US men’s Clay Court Championship (Houston).
ATP and Lexus say that they will also ‘work together to establish additional partnerships with ATP tournaments and players, from this season.’
To kick off the new relationship, Lexus has become a platinum partner and official automotive partner of the Nitto ATP Finals, which will be held from 12th to 19th November in Turin, Italy. Lexus will provide a fleet of electrified models to the tournament, to support transportation of players, officials, and other guests during the tournament.
Lexus will also receive year-round brand exposure across ATP Tour’s digital and social platforms, including title partnership of ATP Head2Head, an interactive feature that enables fans to explore rivalries between players on Tour.
ATP CEO Massimo Calvelli, said, “The ATP Tour and Lexus brands tell a story of innovation, performance and excellence, that also 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.”
TME Vice President Lexus and Value Chain, Pascal Ruch, added, “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 a great match with tennis competition, where individual performance creates ultimate excitement.
“We are thrilled to partner with the ATP Tour and to share the passion of top-level tennis with millions of fans across Europe and beyond.”
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