In just four months, Lexus has expanded its sponsorship with the World Surf League (WSL) by adding another year to its agreement through 2025. The brand’s commitment to supporting the sport and its athletes is evident in this extension, which also includes additional title sponsorships for the U.S. Open of Surfing and the WSL Finals. WSL Chief Revenue Officer (CRO) Cherie Cohen expressed admiration for Lexus’s authentic ways of activating their sponsorship, particularly in areas such as women’s surfing and diversity.
Cohen also noted that with 18 Olympic qualifications under the WSL’s guidance, the league is maturing as a business and is set to reach a larger audience with the upcoming Olympics. With surfing reaching more people than ever before during the Olympics, the goal is to convert this new awareness into full-time fandom. Other nonendemic sponsors of the WSL include Apple, Corona, Shiseido, and Yeti.
Lexus’s extension of its sponsorship deal highlights its commitment to supporting surfing and its athletes for years to come. The brand recognizes the importance of investing in emerging sports like surfing and sees it as an opportunity to connect with a younger audience that values authenticity and diversity. With surfers like Lisa Andersen, Courtney Conlogue, and Carissa Moore representing Lexus in competition, it’s clear that this partnership will continue to grow stronger over time.