Lexus has been revealed as the “Presenting Partner” for Sky Sports’ new channel Sky Sports Tennis.
The partnership will be visible across multiple Sky Sports digital and social platforms, in a bid to reinforce Lexus’ tennis association with Sky Sports, while also targeting non-Sky Sports subscribers.
Sky Media and mSix&Partners brokered the year-long, seven-figure deal with Lexus, which comprises exclusive broadcast sponsorship of over 4,000 matches from more than 80 tournaments across the ATP and WTA Tours, and non-live tennis programming on the new dedicated channel.
It coincides with Sky Sports’ recently announced five-year partnership with the ATP and WTA to show year-round Tennis, with the new channel also broadcasting exclusive live coverage of the US Open in August.
The car manufacturer and sports channel plan to activate the partnership through exclusive and bespoke content, including the use of Sky Sports talent, brand ambassadors and key names from the world of tennis.
The partnership follows Lexus’ recent multi-year agreement with the ATP Tour, as Platinum Partner and Official Automotive Partner, as it looks to further its presence in the sport by welcoming UK Tennis players Cameron Norrie and Katie Boulter as ambassadors.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
A 15-second accreditation will open and close each broadcast programme, while an additional 5-second accreditation will start and end each centre break.
Video and display assets sporting Lexus branding will feature across Sky’s owned and operated digital platforms as well as Sky Advance as the media company looks to retarget tennis viewers across the web, with Lexus also applying the Sky Sports Tennis logo and “Presenting Partner” designation across its media.
Lexus UK director Chris Hayes said: “We’re excited to be supporting a new Sky channel that will bring tennis to a wider audience than ever before”.
“We’re looking forward to showcasing the passion, skill and pursuit of perfection of the world’s leading players, which mirrors the dedication, skill and craftsmanship that goes into every Lexus car.”
Sky Media head of sponsorship activation Dan Morrissey said: “Sky Sports Tennis is the perfect match for Lexus to increase their visibility amongst highly engaged, premium audience”.
“We look forward to working with Lexus and mSix&Partners, to launch and activate the partnership across the brand-new Tennis channel, and its digital and social platforms.”
