Lexus, the luxury car brand of Japanese automotive manufacturer Toyota, has become the official automotive partner and platinum partner of men’s tennis’ top-tier ATP Tour.
The multi-year partnership starts this year and will see Lexus become the official car of various ATP Tour events, as well as a platinum partner and official automotive partner of the season-ending ATP Finals from November 12 to 19 in Turin, Italy.
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As part of the deal, Lexus will provide a fleet of electric models to support the transportation of players, officials, and other guests during the tournaments and receive brand exposure across the ATP Tour’s digital and social platforms.
The car brand will also become the title partnership of ATP Head2Head, an interactive feature that allows fans to explore rivalries between players on the Tour.
ATP chief executive Massimo Calvelli said: “We’re delighted to welcome Lexus as an ATP Tour platinum partner and to build on that shared narrative across our global platforms.”
Vice president of Lexus and Toyota value chain, Pascal Ruch, added: “We see a great match with tennis competition, where individual performance creates ultimate excitement.
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By GlobalData“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.”
Earlier this month, Lexus also partnered with the Lawn Tennis Association to become the UK governing body's official performance partner and automotive partner in a multi-year deal.
