In relentless pursuit of perfection Lexus joins ATP family
Luxury car brand Lexus has stepped up to become the Official Automotive Partner of the ATP Tour from 2023.
The tour has rendered platinum partner status to Lexus whose vehicles are synonymous with luxury and reliability.
According to the ATP Tour, 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 deal comes in the wake of 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 pre-exisiting relationship between the brand and the U.S. Men’s Clay Court Championship held in Houston.
“ATP and Lexus will also work together to establish additional partnerships with ATP tournaments and players, from this season,” an ATP press release reads.
“As a highlight, from 2023, Lexus becomes Platinum Partner and Official Automotive Partner of the Nitto ATP Finals, to be held from November 12 to 19 in Turin, Italy. Lexus will provide a fleet of electrified models, including the new all-electric Lexus RZ 450e, 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.
“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 from November 12 to 19 in Turin, Italy. Lexus will provide a fleet of electrified models, including the new all-electric Lexus RZ 450e, 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.”
For their part, Lexus hope the deal demonstrates their desire to connect with their customers.
“At Lexus, we adopt a human centred approach in everything we do,” TME Vice President Lexus and Value Chain Pascal Ruch said.
“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.”
ATP CEO Massimo Calvelli said that the innovative spirit of Lexus made them a perfect commercial partner.
“The ATP Tour and Lexus brands tell a story of innovation, performance and excellence, that also perfectly aligns with our efforts under ATP Serves,” Calvelli commented.
“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.”
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