Lexus has recently renewed its partnership with the World Surf League (WSL), extending their sponsorship agreement through the 2025 season. As part of the deal, 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, the 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, such as Apple, Corona, Shiseido, and Yeti. This extended agreement solidifies Lexus’s commitment to supporting surfing and its athletes through 2025.
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