Lexus has recently renewed its partnership with the World Surf League (WSL) for another year, taking 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, Chief Revenue Officer at WSL, expressed her excitement about Lexus’ commitment to authentic activations, including support for women’s surfing and diversity within the sport. With 18 Olympic qualifications overseen by WSL, this 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.
Lexus joins other nonendemic sponsors of WSL such as Apple, Corona, Shiseido, and Yeti in supporting this exciting sporting event. With this extended agreement, Lexus will continue to be a prominent supporter of WSL through 2025, further solidifying their commitment to surfing and its athletes.
