The Japanese automotive brand and the men’s professional tennis tour are deepening their long-term commitment.

Lexus entered the ATP ecosystem in 2023 through the season-ending events and then expanded its presence across a selection of ATP tournaments — including the Nitto ATP Finals, the Rolex Paris Masters, and several events in Europe and the United States.

The new phase of the partnership places increased emphasis on sustainability. ATP tournaments will continue to feature fleets of electrified Lexus models — aligning directly with ATP’s emissions reduction goals and the ATP Serves program. For Lexus, this marks a shift from a purely “premium” brand image to one centered on technological and environmentally responsible luxury, with tennis acting as a platform to communicate that repositioning.

A key digital component of the partnership remains ATP Head2Head, where Lexus serves as the title partner. The format highlights player rivalries and positions the brand not just as a courtside presence, but as a co-creator of media storytelling. This reflects a broader industry trend: the value of sponsorship is increasingly shaped by narrative and digital engagement, rather than simply visibility on court.

Notably, Lexus does not have a comparable global partnership with the WTA. In the women’s tour, the automotive category has long been held by Porsche, which entered into a multi-year agreement in 2017 and later extended it.

Cover photo: Corinne Dubreuil/ATP Tour