Today, Lexus is announced as the official automotive sponsor of the Davis Cup by Rakuten Finals 2021, which take place in Madrid from 25th November to 5th December. As part of the partnership, Lexus will be responsible for the official transportation of players and teams from the 18 competing nations to the tennis village. Ties will also be contested in Innsbruck, Austria and Turin, Italy.
There is an authentic synergy between Lexus and the Davis Cup, with both striving for unparalleled luxury and offering unforgettable experiences for both customers and fans alike. The partnership also coincides with the launch of the all-new Lexus NX, which opens a fresh chapter for Lexus, heralding new directions in exterior/interior design and new powertrains, including Lexus’ first plug-in hybrid electric, dynamic improvements that deliver a more rewarding and connected driving experience and next generation multimedia and connectivity. The NX also includes use of advanced technologies for higher levels of safety, comfort and convenience.
The campaign for the all-new NX is named “Feel More”, which draws on the obvious connections and associations with a sport known for its fast paced, highly emotional, and often iconic moments of passion.
Founded in 1900, Davis Cup by Rakuten has grown to become the largest annual world championship in sport, with 142 nations entered in 2021. The new Finals format, which sees the top 18 nations compete to be crowned Davis Cup champions, was introduced in 2019 with Spain winning the title in Madrid.
Spiros Fotinos, Director of Lexus Europe, commented: “We’re incredibly excited to reignite our relationship with this iconic sporting event. The Davis Cup is a unique format across multiple countries that brings together top tennis athletes and fans - many of whom are luxury consumers. The opportunity for Lexus to engage with this audience through a shared passion for excellence, determination and incredible experiences could not be missed."
Albert Costa, Director of the Davis Cup Finals, said: "It is a great luxury to be able to count on Lexus again for the second edition of the Finals. This year's event is being staged in a multi-site format in three countries, and Lexus is demonstrating its enormous capacity for management, service and professionalism. We are confident that, as in 2019, the world's best players and teams will be delighted with the performance Lexus will provide at the competition."
The sponsorship was brokered and managed on behalf of Lexus by London based agencies m/SIX and The&Partnership.
Abby Stanworth, Head of Partnerships, m/SIX said “Lexus is a truly unique client, with an incredible brand proposition. The opportunity to represent its interests in such an exciting and forward-thinking partnership was a project we couldn’t wait to dive into. Sponsoring the David Cup is a chance to connect directly with an engaged and excited audience around the world.- the perfect partnership for a truly global brand”
#DavisCupFinals / @DavisCup
