Lexus has struck a new partnership with Sky Sports as the “Presenting Partner” of its brand-new channel Sky Sports Tennis. Brokered by Sky Media and MSix & Partners, the year-long partnership includes exclusive sponsorship of the ATP Tour and the WTA Tour throughout 2024.
This seven-figure deal includes broadcast sponsorship of over 4,000 matches from more than 80 tournaments across the ATP Tour and WTA Tour, and non-live tennis programming on the new dedicated channel. Lexus will also align with Tennis content on Sky Sports digital and social platforms, reinforcing association with Sky Sports subscribers while also extending reach to non-Sky Sports subscribers. The partnership allows Lexus to reach and engage with millions of Tennis fans every month across multiple platforms, with the aim of growing their association with the sport.
Across broadcast, the sponsorship will comprise 15-second accreditation to open and close each programme, while additional 5-second accreditations will top and tail each centre break. Meanwhile, the sponsorship will also extend across Sky’s owned and operated digital platforms with impactful video and display assets, and Sky AdVance to retarget Tennis viewers across the web. On Sky Sports social platforms, Lexus branding will be attached to Tennis video content, including highlights and key Tennis moments, throughout the year.
To amplify the partnership, Lexus will use the Sky Sports Tennis logo and “Presenting Partner” designation across its owned and bought media. In addition, Lexus and Sky Sports have exciting plans to activate the partnership, bringing exclusive and bespoke content to Tennis fans, with the potential to use Sky Sports talent, brand ambassadors and key names from the world of Tennis.
This partnership follows Lexus’ recent multi-year agreement with the ATP Tour, as Platinum Partner and Official Automotive Partner. The automotive brand has furthered its presence in the sport by welcoming UK Tennis players Cameron Norrie and Katie Boulter as ambassadors. The brand also has a wider commitment to Tennis in the UK as Official Performance Partner and Official Automotive Partner of the Lawn Tennis Association.
Sky Sports, the new home of Tennis in the UK and Ireland, has recently agreed five-year partnerships with the ATP and WTA to show year-round Tennis, with over 80 tournaments and 4,000 matches available to customers. The new channel will also broadcast exclusive live coverage of the US Open in August. Coverage will be expertly analysed by former top British players Tim Henman and Laura Robson, presented by Gigi Salmon, with commentary from the well-known voice of Jonathan Overend.
Chris Hayes, Director of Lexus in the UK, commented: “We’re excited to be supporting a new Sky channel that will bring Tennis to a wider audience than ever before. This year promises to be particularly exciting, with more tournaments, and new opportunities for fans to engage with the sport. We’re looking forward to showcasing the passion, skill and pursuit of perfection of the world’s leading players, which mirrors the dedication, skill and craftsmanship that goes into every Lexus car.”
Dan Morrissey, Head of Sponsorship Activation at Sky Media said: “Sky Sports Tennis is the perfect match for Lexus to increase its visibility amongst highly engaged, premium audience. We look forward to working with Lexus and mSix&Partners, to launch and activate the partnership across the brand-new Tennis channel, and its digital and social platforms.”
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