ATP Lexus Global Alliance Drives Tennis, Marketing, Holistic Environmental Vision
Thursday, June 22, 2023 at 07:56PM By Barry Janoff
June 22, 2023: Calling it an alliance that would “tell a story of innovation, performance and excellence,” the ATP Tour has signed a global multi-year pact naming Lexus its “official automotive partner” and a Platinum Partner of the ATP Tour, beginning with the current 2023 season.
In addition, Lexus becomes Platinum Partner and “official automotive partner” for the Nitto ATP Finals, scheduled for Nov. 12-19 in Turin, Italy.
ATP and Lexus will also work together to “establish additional partnerships with ATP tournaments and players, from this season.”
Financial terms of the deal were not divulged.
Peugeot was ATP’s auto partner from 2016-2022 via an alliance valued at $50 million by industry analysts.
“The ATP Tour and Lexus brands tell a story of innovation, performance and excellence, that also perfectly aligns with our efforts under ATP Serves,” ATP CEO Massimo Calvelli said via the organization.
“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.”
Beyond tennis, Lexus said it is “building toward a holistic sustainable mobility vision, Lexus Electrified,” with the brand’s electrified portfolio including self-charging electric hybrid, plug-in electric hybrid and all-electric models.
According to the ATP Tour, “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 deal follows Lexus last month signing with the UK Lawn Tennis Assn. as its “official performance partner' and ‘official automotive partner' in a pact that “secures naming rights to several LTA competitions and teams from junior development pathways to elite national sides.”
“At Lexus, we adopt a human-centered approach in everything we do,” Pascal Ruch, Lexus vp, said via the automaker. “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.”
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