Lexus has recently expanded its sponsorship agreement with the World Surf League (WSL), taking Toyota’s luxury brand through the 2025 WSL season. This extension includes additional title sponsorships for the U.S. Open of Surfing and the WSL Finals. The new agreement highlights Lexus’ commitment to supporting surfing and its athletes for years to come.
Cherie Cohen, Chief Revenue Officer of the WSL, expressed her admiration for Lexus’ activation of 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.
Surfing has been growing in popularity and this summer, with the Olympics happening, it will reach more people than ever before. The goal is to convert this new awareness into full-time fandom. In addition to Lexus, other nonendemic sponsors of the WSL include Apple, Corona, Shiseido, and Yeti.
This expansion of Lexus’ sponsorship deal with the WSL through 2025 is a testament to their commitment to supporting the sport and its athletes for years to come. It also shows that they are willing to invest in long-term partnerships that align with their values and goals as a brand.
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