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. As part of the agreement, Lexus will serve as the title sponsor for both the U.S. Open of Surfing and the WSL Finals.
Cherie Cohen, 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, 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 the WSL, including 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 surfing and its athletes.
