Lexus has recently renewed its sponsorship agreement with the World Surf League, taking it through 2025. This extension comes just four months after Lexus’s inaugural sponsorship with the WSL, and includes additional title sponsorships for the U.S. Open of Surfing and the WSL Finals. Cherie Cohen, Chief Revenue Officer at the WSL, praised Lexus for activating their sponsorship in authentic ways, particularly in women’s surfing and diversity initiatives.
Cohen also noted that with 18 Olympic qualifications under the WSL’s guidance, the league is maturing as a business and is set to reach a larger audience with the upcoming Olympics. She believes that surfing will reach more people than ever before during this summer’s Olympics, and that the goal is to convert this new awareness into full-time fandom.
Lexus is not alone in its support of the WSL; other non-endemic sponsors include Apple, Corona, Shiseido, and Yeti. The extension of Lexus’s sponsorship deal highlights the brand’s commitment to supporting surfing and its athletes for years to come.
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