Lexus Elevates Partnership with World Surf League for Multi-Year Deal
The World Surf League (WSL) and Lexus have announced an expanded multi-year partnership, solidifying Lexus’s role as a key supporter of professional surfing. This collaboration will see Lexus serve as the title partner for five major WSL events in 2025, including the prestigious US Open of Surfing, Pipe Pro, Trestle Pro, WSL Awards, and the WSL Finals. This deepened relationship signifies a shared commitment to innovation, performance, and enhancing the fan experience within the global surf community.
Key Takeaways
- Lexus extends its partnership with the WSL, becoming title sponsor for five major events in 2025.
- The partnership aims to elevate the fan experience through various activations and content.
- Lexus is introducing the innovative Lexus Surf LX concept vehicle, designed for the coastal lifestyle.
- New and returning partners are joining the 2025 Lexus US Open of Surfing, enhancing the event’s offerings.
Expanded Sponsorship and Event Integration
Lexus’s involvement with the WSL, which began as the Official Automotive Partner in North America in 2024, now extends to global events, including the WSL Finals in Fiji. This expanded agreement underscores Lexus’s dedication to the sport and its athletes. The partnership will feature Lexus-branded content across WSL broadcasts and social media channels, further integrating the luxury brand into the surf culture.
The Lexus Surf LX Concept Vehicle
Unveiled at the 2025 Lexus Pipe Pro, the all-new Lexus Surf LX concept vehicle embodies the ultimate coastal lifestyle. This one-of-one SUV is designed with surfers in mind, featuring a matte blue exterior, durable interior finishes, and optimized storage solutions for surf gear, including a surfboard rack, cooler, and ventilated compartments. Pro surfer and Lexus ambassador Griffin Colapinto praised the vehicle for its blend of style, power, and versatility, making it ideal for surf adventures.
2025 Lexus US Open of Surfing Highlights
The 2025 Lexus US Open of Surfing, held in Huntington Beach, California, from July 26 to August 3, will feature a host of new and returning partners. On-sand entertainment includes freestyle motocross demonstrations by Jarryd McNeil & Friends, sun safety education from Neutrogena®, and free WiFi zones provided by eero. Families can enjoy a SpongeBob SquarePants activation, while Lexus will host the Lexus House, offering prime viewing, culinary delights, and autograph signings with pro surfers like Griffin Colapinto. The event also includes the Sundown Sets music festival with performances by Common Kings, Chevy Metal, and more. Pacifico, 805, i-HeartRadio, and Hoag are also returning as partners, offering various activations and experiences for attendees.
Sources
- New and Returning Partners for 2025 Lexus US Open of Surfing Presented by Pacifico, World Surf League.
- FLEXFIT® Partners with the World Surf League for Surf Abu Dhabi Pro and US Open of Surfing, World Surf League.
- Lexus Rides the Wave: Announces Multi-Year Partnership with World Surf League, World Surf League.
