Sky Sports has announced Lexus as the presenting partner of its brand-new dedicated tennis channel, Sky Sports Tennis.
The seven-figure deal, which was brokered by Sky Media and MSix & Partners, includes exclusive sponsorship of the ATP Tour and the Women’s Tennis Association (WTA) Tour throughout 2024.
As per the year-long agreement, Japanese car manufacturer Lexus will benefit from a 15-second accreditation to open and close each programme, while 5-second accreditations will top and tail each centre break.
Additionally, Lexus branding will be attached to tennis video content on Sky Sports’ social content.
The deal sees further investment into tennis from Lexus following its recent multi-year agreement with the ATP Tour, as platinum partner and official automotive partner. Lexus has also recently recruited UK tennis stars Cameron Norrie and Katie Boulter as ambassadors.
Chris Hayes, Director of Lexus UK, said, “We’re excited to be supporting a new Sky channel that will bring Tennis to a wider audience than ever before. This year promises to be particularly exciting, with more tournaments, and new opportunities for fans to engage with the sport.
“We’re looking forward to showcasing the passion, skill and pursuit of perfection of the world’s leading players, which mirrors the dedication, skill and craftsmanship that goes into every Lexus car.”
Dan Morrissey, Head of Sponsorship Activation at Sky Media, added, “Sky Sports Tennis is the perfect match for Lexus to increase their visibility amongst highly engaged, premium audience. We look forward to working with Lexus and MSix&Partners, to launch and activate the partnership across the brand-new Tennis channel, and its digital and social platforms.”
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