Lexus renews ATP partnership for enduring drive
Amid the ATP Tour's grueling transitions from clay to hard courts, Lexus solidifies its role as the circuit's automotive backbone, extending support through 2028 to ease the relentless pace of global competition.
In the pulse of the 2025 ATP season, where players shift from the grip of clay baselines to the speed of indoor hard courts, the ATP announced a multi-year extension of its partnership with Lexus, the premium brand embodying precision and endurance. This renewal locks in Lexus as Official Automotive Partner and Platinum Partner through 2028, building on a collaboration that began in 2023 to underpin the tour's demanding rhythm. From the strategic volleys of outdoor tournaments to the high-stakes final pushes, the alliance ensures seamless mobility that lets competitors hone their focus on court, whether dissecting opponent patterns or recovering from marathon sets.
Year-end events demand sharp focus
At the season-ending Nitto ATP Finals and Paris Masters, Lexus has provided official car support since 2023, ferrying players through the electric atmosphere of Turin arenas and Parisian indoor buzz. These culminations test mental resilience, with top seeds navigating round-robin formats amid the crowd's roar and the pressure of year-end rankings. The brand's electrified fleet—hybrids and electrics alike—transports athletes from tense practice sessions to recovery zones, preserving energy for tactical edges like a timely slice backhand or an inside-out forehand that disrupts aggressive returns.
“Lexus is a partner that truly adds value to our Tour. Since we began our journey together, they’ve shown a genuine commitment to tennis – elevating the experience for our players and staff at key events and helping advance our sustainability efforts through ATP Serves. That purpose-led approach is what makes this partnership stand out. We’re proud to keep building on this.” — Eno Polo, ATP CEO
The extension amplifies this role across a global portfolio, including stops in Almaty, Hamburg, Kitzbuhel, Montpellier, Marseille, Metz, Lyon, Rotterdam, Auckland, Barcelona, Houston, London, and Eastbourne. In these varied venues, from alpine clay challenges to coastal grass skirmishes, players adapt to surface-specific demands—deepening crosscourt defenses on slower courts or accelerating 1–2 punches on faster ones—while Lexus handles the logistical flow, allowing undivided attention to psychological preparations against rivals' power games.
Global tours build tactical resilience
Across the circuit's sprawl, Lexus's presence streamlines the transitions that define a player's season, from humid Houston hard courts to the tactical clay pivots in Barcelona. Competitors face the cumulative strain of travel and matchups, where a down-the-line winner can swing momentum, yet reliable transport fosters moments of reflection on adjustments like varying underspin to counter topspin aggression. This support extends to digital realms as Title Partner of ATP Head2Head, where exclusive content captures rivalries through lighthearted challenges, humanizing the intense one-on-one dynamics that fuel fan engagement and player motivation.
The brand's high-value exposure on social platforms weaves into the tour's narrative, highlighting the atmosphere of packed stadiums where every rally echoes with seasonal stakes. Officials and guests benefit too, gliding between events in vehicles that match the precision of a well-timed serve, ensuring the ecosystem hums without disruption. As players push through cycles of victory and setback, this continuity sharpens their resolve for the next tactical shift, be it exploiting a weak second serve or extending rallies to wear down opponents.
Sustainability aligns with tour's vision
Lexus's fleet of self-charging hybrids, plug-ins, and all-electric models dovetails with the ATP's sustainability goals under ATP Serves and UN Sports for Climate Action, targeting net zero emissions by 2040. This forward-thinking integration lightens the environmental footprint of global travel, paralleling how athletes refine efficient shot selection to sustain performance over long hauls. In events like Rotterdam's indoor intensity or Eastbourne's grass-court pace, the electrified options provide quiet reliability, letting focus stay on the court's unfolding drama—from crowd-fueled net approaches to baseline endurance tests.
“Lexus’s partnership with the ATP Tour reflects our shared commitment to excellence, precision, and passion — values that resonate deeply with our brand. Through our electrified portfolio, we offer a range of choices that make luxury a personal experience, perfectly aligned with the spirit of world-class tennis.” — Andre Schmidt, Head of Europe
Eno Polo underscores the partnership's depth in enhancing player and staff experiences, from key event logistics to broader sustainability strides. As the tour evolves toward 2028, this alliance promises to bolster the mental and operational framework, empowering stars to channel their drive into triumphs that redefine careers, all while advancing a greener path for the sport's future.
