Advanced Television

Lexus sponsors Sky Sports Tennis

February 8, 2024

Lexus has struck a new partnership with Sky Sports as the ‘Presenting Partner of its new Sky Sports Tennis channel. Brokered by Sky Media and MSix & Partners, the year-long partnership includes exclusive sponsorship of the ATP Tour and the Women’s Tennis Association (WTA) Tour throughout 2024.

This seven-figure deal includes broadcast sponsorship of over 4,000 matches from more than 80 tournaments across the ATP and WTA Tours, and non-live tennis programming on the new dedicated channel. Lexus will also align with tennis content on Sky Sports digital and social platforms, reinforcing association with Sky Sports subscribers while also extending reach to non-Sky Sports subscribers.

Across broadcast, the sponsorship will comprise 15-second accreditation to open and close each programme, while additional 5-second accreditations will top and tail each centre break. Meanwhile, the sponsorship will also extend across Sky’s owned and operated digital platforms with video and display assets, and Sky AdVance to retarget tennis viewers across the web. On Sky Sports social platforms, Lexus branding will be attached to tennis video content, including highlights and key tennis moments, throughout the year.

In addition, Lexus and Sky Sports have exciting plans to activate the partnership, bringing exclusive and bespoke content to tennis fans, with the potential to use Sky Sports talent, brand ambassadors and key names from the world of tennis.

Chris Hayes, Director of Lexus in the UK, commented: “We’re excited to be supporting a new Sky channel that will bring tennis to a wider audience than ever before. This year promises to be particularly exciting, with more tournaments, and new opportunities for fans to engage with the sport. We’re looking forward to showcasing the passion, skill and pursuit of perfection of the world’s leading players, which mirrors the dedication, skill and craftsmanship that goes into every Lexus car.”

Dan Morrissey, Head of Sponsorship Activation at Sky Media, added: “Sky Sports Tennis is the perfect match for Lexus to increase their visibility amongst highly engaged, premium audience. We look forward to working with Lexus and mSix&Partners, to launch and activate the partnership across the brand-new tennis channel, and its digital and social platforms.”

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