The governing body of tennis in the United Kingdom (UK), the Lawn Tennis Association (LTA) has signed the dotted lines with the luxury Japanese carmaker brand, Lexus.
Following the multi-year deal, LTA has granted the naming rights to the carmaker company, which includes all the LTA performance areas, and all levels of the professional player pathway, from junior domestic competitions to LTA major events, and the elite national teams. The company will also serve as the official performance partner and official automotive partner of the British tennis body.
LTA 🤝 @LexusUK
— LTA (@the_LTA) May 31, 2023
Lexus are becoming our Official Performance Partner and Official Automotive Partner 👇
The 2023 calendar features 45 weeks of international and domestic competitions hosted in Britain, giving British tennis players essential opportunities to gain competition experience, ranking points, and prize money on home soil in which the automobile company will also have naming rights for the LTA’s performance competitions.
Through this deal, the national team contesting in the Davis Cup, Billie Jean King Cup, and World Team Cup will be known as the Lexus Great Britain teams.
This pact will also include the naming of the largest public tennis centre in Britain as the Lexus Nottingham Tennis Centre, which will be helming the responsibility of hosting the Rothesay Open and British Open Wheelchair Tennis Championships.
The LTA Pro Scholarship Programme (PSP), the highest degree of assistance available to players between the ages of 16 and 24 who have the best possibility of excelling in the sport, will now be known as the PSP, presented by Lexus.
At the LTA’s key Rothesay Summer Series events, Trophy Series events, and Pro Series events, Lexus also serving as the official car partner of the tennis association, will supply vehicles, as part of the official transportation.
Scott Lloyd, LTA Chief Executive, commented, “As the governing body of tennis in Great Britain, the LTA’s mission is to open up tennis and grow the game at a grassroots level as well as to support the development of talented players to the top of the game. This is a significant partnership, that incorporates many areas of our performance development as well as engaging fans and participants. We’re delighted to have Lexus on board and look forward to kicking off the British grass-court season on Sunday at the Lexus Surbiton Trophy.”
Chris Hayes, Director of Lexus in the UK, stated, “We’re honoured to be partnering with such a prestigious organisation to help foster up-and-coming British tennis talent and provide a clear pathway to future competition success, while showcasing the excitement and energy of the sport. The partnership was a natural step for the Lexus brand, and we look forward to showcasing our Lexus omotenashi hospitality and craftsmanship to British tennis fans throughout this season’s LTA events and towards the future.”
Lexus, the luxury car arm of the Toyota brand in Japan, is the largest-selling brand of high-end vehicles in the country and is marketed in more than 90 nations and territories worldwide. In terms of market value, it has been listed among the top ten Japanese international brands. Its operation centres are situated in Plano, Texas, and Brussels, Belgium with headquarters in Nagoya, Japan.