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 out tournament partnerships in key markets, engaging premium fan demographics as 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 United Kingdom, including 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 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 over November 12-19, 2023 in Turin, Italy, where only 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 Lexus RZ450e, 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 Head2Head, a popular interactive feature that enables fans to explore rivalries between players on Tour.
Lexus is a pioneer in electrification in the premium car industry, building towards a holistic sustainable mobility vision, called Lexus Electrified. The brand’s comprehensive electrified portfolio includes self-charging electric hybrid, plug-in electric hybrid, and all-electric models. Promoting the use of such models 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.
“The ATP Tour and Lexus brands tell a story of innovation, performance and excellence, that also perfectly aligns with our efforts under ATP Serves,” said ATP CEO Massimo Calvelli. “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 ATP Tour Platinum Partner, and to build on that shared narrative across our global platforms.”
For his part, Pascal Ruch, TME Vice President Lexus and Value Chain remarked that: “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,” continued Ruch. “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.”