Lexus extends deal with World Surf League, adds title sponsorship of two events

Just four months after rolling out an inaugural sponsorship with the World Surf League, Lexus has expanded the agreement, adding another year to take Toyota's luxury brand through the 2025 WSL season, along with additional title sponsorships to the U.S. Open of Surfing and the WSL Finals.

"They’ve activated in ways that are authentic, including women's surfing and diversity,  and we believe they’ll be doing more with our athletes now," said WSL CRO Cherie Cohen.

With 18 Olympic qualifications under the WSL’s aegis, "we’re maturing as a business and with the Olympics this summer, surfing should reach more people than it ever has," Cohen said. “We’re working to convert those new levels of awareness to full-time fandom.”

Other WSL nonendemic sponsors include Apple, Corona, Shiseido and Yeti.

Lexus will extend its deal with the WSL through 2025