Luxury car manufacturer announced as Official Car of Davis Cup.
Japanese car manufacturer Lexus has been announced as the official automotive sponsor of the Davis Cup by Rakuten Finals 2021. The deal will see Lexus get branding credits along with being responsible for the official transportation of players and team members from the 18 competing nations to the tennis village.
The tournament is scheduled to be held from November 25 to December 5 with the group stage and quarter-finals games scheduled to be hosted at Innsbruck, Austria and Turin, Italy. The tournament saw a total of 142 countries enter and the top 18 nations will fight it out for the champions’ titles.
Speaking about the deal, Director of Davis Cup Finals, Albert Costa, stated:
“It is a great luxury to be able to count on Lexus again for the second edition of the finals. This year’s event is being staged in a multi-site format in three countries and Lexus is demonstrating its enormous capacity for management, service and professionalism. We are confident that, as in 2019, the world’s best players and teams will be delighted with the performance Lexus will provide at the competition.”
Head of Lexus Europe, Spiros Fotinos, said,
“We’re incredibly excited to reignite our relationship with this iconic sporting event. The Davis Cup is a unique format across multiple countries that brings together top tennis athletes and fans – many of whom are luxury consumers. The opportunity for Lexus to engage with this audience through a shared passion for excellence, determination and incredible experiences could not be missed.”
The deal also showcases the common vision of both Lexus and the Davis Cup of ‘striving for unparalleled luxury while offering unforgettable experiences’. The deal will also see the launch of the brand-new Lexus NX, which is the brand’s first plug-in hybrid electric set to provide a unique driving experience.
A launch campaign called ‘Feel More’ will also be launched, which will speak about the passion, emotion and fast-paced nature while driving and the feeling one gets in sports.