Lexus has recently extended its sponsorship agreement with the World Surf League (WSL) through 2025. The extension includes additional title sponsorships for the U.S. Open of Surfing and the WSL Finals, further cementing Lexus’s commitment to supporting the sport and its athletes.
Cherie Cohen, Chief Revenue Officer (CRO) of the WSL, expressed her admiration for Lexus’s activation of their sponsorship in authentic ways, particularly in women’s surfing and diversity initiatives. With 18 Olympic qualifications under the WSL’s guidance, the league is maturing as a business and poised to reach a larger audience with the upcoming Olympics.
Surfing is set to reach a new level of awareness this summer with the Olympics, and Cohen believes that this newfound attention will convert into full-time fandom. Other nonendemic sponsors of the WSL include Apple, Corona, Shiseido, and Yeti. The extension of Lexus’s sponsorship deal highlights their long-term commitment to supporting surfing and its athletes.
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