Toyota’s luxury car brand Lexus has been announced as the Official Automotive Partner and the Platinum Partner of the ATP Tour following a multi-year partnership agreement between the two parties.
The partnership, which kicks off with the current year, will see Lexus serve as the Official Car of multiple ATP Tour events and also as the Platinum Partner and Official Automotive Partner of the ATP Finals. Lexus will provide ATP with its “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 agreement will also see Lexus gain Title Sponsorship of the ATP Head2Head, which is an interactive feature that lets fans check out various rivalries between the players on the ATP Tour.
Massimo Calvelli, Chief Executive, ATP, commented:
“The ATP Tour and Lexus brands tell a story of innovation, performance and excellence, that also perfectly aligns with our efforts under ATP Serves. 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.“
Pascal Ruch, Vice President, Lexus and Toyota value chain, said:
“At Lexus, we adopt a human centred approach in everything we do. 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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