Car brand Lexus has renewed partnerships with the International Tennis Federation (ITF) and the Vegas Golden Knights franchise of North American ice hockey’s National Hockey League (NHL).
Under its deal with the ITF, announced today, Lexus will remain as the official car partner of the Davis Cup, the men’s premier international team event.
In addition, the premium automotive brand will become a principal partner of the men’s World Cup of Tennis for the remainder of the 2024 season.
Lexus will provide official transportation services for players, teams, and staff at the Davis Cup Finals group stage events in September, as well as the Davis Cup final eight knockout stage in Malaga in November.
The car manufacturer joins several brands that have partnered with Davis Cup recently, including Dunlop, Joma, Quironsalud, Socios, Stake, and UniCredit, all of whom continue to support the world’s premier men’s team tennis competition.
Lexus has been a partner of the Davis Cup Finals since 2019.
Meanwhile, Lexus will remain an official partner of the Golden Knights and continue to have significant branding presence around the team’s operations, including at select home fixtures at the franchise’s T-Mobile Arena home and the Toshiba Plaza events space at the venue.
This will include Lexus branding appearing in-ice during some home games and on dasherboards at the arena, while TV broadcasts throughout the season will also feature Lexus branding on digitally enhanced dasherboards around the perimeter of the rink.
Lexus is a founding partner of the Knights, which entered the NHL in 2017 as an expansion team.
Since it entered into the league the Golden Knights franchise, based in Las Vegas, Nevada, has won the showpiece Stanley Cup finals once (2022-23), as well as two conference championships, and three divisional championships, making the franchise one of the NHL’s most prominent despite its short tenure in the league.
Other prominent partners of the Knights in the 2023-24 season included banking firm Credit One (the team’s helmet partner), US sportsbook operator Circa Sports (jersey sponsor), spirit brand Klutch Vodka, sports betting company Betfred, and risk management firm Salient Operations Group.
