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Lexus is looking forward to a second season of top-level international sporting excitement and competition as the Official Automotive Partner and Platinum Partner of the ATP Tour, the global elite men’s professional tennis circuit. Having launched its support for the series in summer 2023, it will be enjoying even greater prominence in 2024, participating in up to twice as many tournaments. After an exciting partnership start with ATP 250 ASB Classic in Auckland, New Zealand, Lexus kicks-off the activation in Europe with the ATP 250 Open Sud de France in Montpellier which gets under way today.
The calendar of Lexus-sponsored tournaments includes 14 events across the region, in countries such as France, Netherlands, UK, Spain, Kazakhstan, and Italy, where the city of Turin will host the Nitto ATP Finals, the climax of the ATP Tour, in November.
Lexus activities will be tailored to each tournament, including potential for the prominent display of its latest models such as the all-new Lexus LBX, the all-electric RZ 450e, together with hybrid electric and plug-in hybrid electric models, and the provision of courtesy vehicles for tournament officials and players.
Lexus will continue to be the title partner of ATP Head2Head, which will present different, exciting and entertaining challenges on the ATP Tour’s digital and social channels. Showcasing the lighter side of the players’ personalities, this will offer fans the chance to see their favourite sporting stars battling each other, also outside the tennis courts, doing something new, interesting and unexpected.
Pascal Ruch, Toyota Motor Europe, Vice President Lexus and Value Chain said: “The ATP Tour provides a perfect, high-profile stage for our brand and this year we will have even more opportunities to connect with millions of people through being part of one of the world’s greatest sporting contests. Human dedication and supreme performance are key to success for the players, just as they are essential qualities for our business and our products. We look forward to contributing to the excitement and engagement on and off the court as the season progresses.”
Lexus will continue to be the title partner of ATP Head2Head, which will present different, exciting and entertaining challenges on the ATP Tour’s digital and social channels. Showcasing the lighter side of the players’ personalities, this will offer fans the chance to see their favourite sporting stars battling each other, also outside the tennis courts, doing something new, interesting and unexpected.
Pascal Ruch, Toyota Motor Europe, Vice President Lexus and Value Chain said: “The ATP Tour provides a perfect, high-profile stage for our brand and this year we will have even more opportunities to connect with millions of people through being part of one of the world’s greatest sporting contests. Human dedication and supreme performance are key to success for the players, just as they are essential qualities for our business and our products. We look forward to contributing to the excitement and engagement on and off the court as the season progresses.”
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