The elite men’s tournament, ATP Tour has unveiled a new partnership with one of the leading automotive brands, Lexus.
In this development, the Japan-headquartered brand has been named the official automotive partner and platinum partner of the ATP Tour, from 2023.
In this multi-year arrangement, Lexus will enhance its new association in key markets as the official car throughout all ATP Tour competitions. This newly announced collaboration is followed by the Lexus and Lawn Tennis Association (LTA) partnership in the United Kingdom.
From this season onwards, ATP and Lexus will team up to create additional arrangements with ATP tournaments and players.
Lexus has also been named the platinum partner and official automotive partner of the Nito ATP Finals, which will be conducted from November 12-19 in Turin. In this agreement, Lexus will supply a fleet of electrified models for the fluent commute of players, officials and other guests at the competition.
In addition, Lexus has been enabled to receive year-round brand exposure throughout ATP Tour’s fast-growing digital and social platforms, alongside the title partnership of ATP Head2Head, which provides an opportunity for fans to dig into rivalries between players on Tour.
Lexus has a rich electrified portfolio which consists of plug-in electric hybrid, self-charging electric hybrid and all-electric models. The usage of such models during ATP tournaments in the ongoing year and further by Lexus lines up with the ATP Tour’s climate objectives under ATP Serves and UN Sports for Climate Action which is working towards a Net Zero emissions target by 2040.
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 said, “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.”