Lexus has recently expanded its partnership with the World Surf League (WSL), adding another year to their sponsorship agreement that will now take Toyota’s luxury brand through the 2025 WSL season. In addition to the extended agreement, Lexus will also be serving as the title sponsor for the U.S. Open of Surfing and the WSL Finals.
Cherie Cohen, the Chief Revenue Officer of WSL, expressed her excitement about Lexus’s commitment to authentic activations, including support for women’s surfing and diversity within the sport. With 18 Olympic qualifications overseen by the WSL, the business is evolving, and the upcoming Olympics are expected to bring surfing to a wider audience than ever before. The goal is to convert this increased awareness into long-term fans of the sport.
In addition to Lexus, other nonendemic sponsors of the WSL include Apple, Corona, Shiseido, and Yeti. With this extended agreement, Lexus will continue to be a prominent supporter of the WSL through 2025, further solidifying their commitment to the sport of surfing and its athletes.