Lexus has recently announced an exciting new partnership with Sky Sports as the Presenting Partner of its new Sky Sports Tennis channel. The collaboration, secured through negotiations between Sky Media and MSix & Partners, will span an entire year and will involve exclusive sponsorship of both the ATP Tour and the Women’s Tennis Association (WTA) Tour throughout 2024.
Under this significant seven-figure deal, Lexus will be the broadcast sponsor for over 4,000 matches from more than 80 tournaments across the ATP and WTA Tours, as well as non-live tennis programming on the dedicated Sky Sports Tennis channel. In addition, Lexus will be integrating itself with tennis-related content on Sky Sports’ digital and social platforms, aiming to reinforce its association with Sky Sports subscribers and extend its reach to non-subscribers as well.
The sponsorship will encompass various elements across broadcasts, including 15-second accreditation at the beginning and end of each programme, as well as additional 5-second accreditations at the start and end of each centre break. This partnership will also extend to Sky’s owned and operated digital platforms, utilising video and display assets, as well as Sky AdVance to retarget tennis viewers across the web. Furthermore, on Sky Sports’ social platforms, Lexus branding will be featured alongside tennis video content, such as highlights and key moments throughout the year.
Beyond the broadcast sponsorship, Lexus and Sky Sports have plans to activate the partnership by delivering exclusive and customised content to tennis fans. This may involve leveraging Sky Sports talent, brand ambassadors, and prominent figures from the world of tennis to engage with supporters of the sport.
Commenting on the new collaboration, Chris Hayes, Director of Lexus in the UK, expressed his enthusiasm, stating, “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.”
Similarly, Dan Morrissey, Head of Sponsorship Activation at Sky Media, shared his thoughts on the partnership, saying, “Sky Sports Tennis is the perfect match for Lexus to increase their 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.”
This collaboration brings together two powerhouses in their respective industries and aims to elevate the experience for tennis fans, all while providing Lexus with a unique opportunity to connect with a passionate and dedicated audience. The fusion of premium automotive innovation with top-tier athletic competition promises to deliver new and enjoyable experiences for tennis enthusiasts and Lexus fans alike.