In a crowded marketplace, fitting in is a failure. Not standing out is the same as being invisible.
Since Lexus launched its UK tennis sponsorship strategy in 2023, it has made significant gains in improving unaided brand awareness and indifference to the brand, taking on its fierce competitor: the lack of salience and a lack of consumer connection. In 2025 the objective has been to continue to shift Lexus from the periphery to the forefront of consumers’ minds, powerfully and persistently. It’s focus; to reach and engage relevant audiences through tennis at scale, with frequency, and with impact.
Our key differentiator this year; to deepen engagement to further drive salience by maximising any opportunity to strengthening resonance and connection with Lexus.
2025 placed Lexus at the heart of the UK game through further investment as lead partner of the LTA, and continued “centre court” prominence with a large and well aligned audience of UK tennis fans, as the sponsor of Sky Sports tennis channel.
Joining the dots across a multi-tiered approach across rights holder, media, and creative with the support of multiple agencies delivered record success as Lexus became the No1 associated automotive brands in tennis for the first time (28% awareness) whilst driving affinity for the brand with 24% feeling more positive as a result of the partnership whilst supporting wider brand result
2025 finally saw Lexus successfully move from the ‘one to watch’ to British Number one.
It’s a Grand Slam in sponsorship activation and performance.
