At the start of September Lexus was unveiled as the ‘Official Car of Davis Cup by Rakuten Finals’ for 2021 in a sponsorship deal brokered and managed on behalf of Lexus by London based agencies m/SIX and The&Partnership.
To mark the tie up, the premium car brand celebrated its new status through a PR and social campaign linked to its wider ‘Feel More’ promotional campaign for the new all-new NX.
LEXUS ANNOUNCED AS THE OFFICIAL CAR OF DAVIS CUP BY RAKUTEN FINALS 2021 https://t.co/65u1HC10sM #daviscup #daviscupfinals
— Lexus News Europe (@Lexus_EU) September 9, 2021
The partnership announcement, which sees the luxury auto marque return for another year of sponsorship for the competition, also coincided with the launch of the new Lexus NX – which includes Lexus’ first plug-in hybrid electric technology – which is being promoted through an international campaign called ‘Feel More’ that draws on the obvious connections and associations with tennis: a sport known for its fast paced, highly emotional, and often iconic moments of passion.
The Davis Cup by Rakuten Finals 2021, which takes place in Madrid from 25 November to 5 December, will be supported by Lexus who will provide the official transportation for players and teams from the 18 competing nations to and from the tennis village. Ties will also be contested in Innsbruck, Austria and Turin and Italy.
At the tie-up announcement press conference, both property and brand trumpeted an ‘authentic synergy’ between Lexus and the Davis Cup based around both striving for unparalleled luxury and offering unforgettable experiences for customers and fans alike.
“We’re incredibly excited to reignite our relationship with this iconic sporting event. The Davis Cup is a unique format across multiple countries that brings together top tennis athletes and fans – many of whom are luxury consumers,” explained Lexus Europe Director Spiros Fotinos. “The opportunity for Lexus to engage with this audience through a shared passion for excellence, determination and incredible experiences could not be missed.”
David Cup Finals Director Albert Costa added: “It is a great luxury to be able to count on Lexus again for the second edition of the Finals. This year’s event is being staged in a multi-site format in three countries, and Lexus is demonstrating its enormous capacity for management, service and professionalism. We are confident that, as in 2019, the world’s best players and teams will be delighted with the performance Lexus will provide at the competition.”
m/Six Partnerships Head Abby Stanworth said: “Lexus is a truly unique client, with an incredible brand proposition. The opportunity to represent its interests in such an exciting and forward-thinking partnership was a project we couldn’t wait to dive into. Sponsoring the David Cup is a chance to connect directly with an engaged and excited audience around the world.- the perfect partnership for a truly global brand”
Comment:
Originally founded in 1900, the revamped ‘Davis Cup by Rakuten’ now claims to be the largest annual world championship in sport – with 142 nations competing in 2021. The new Finals format, which sees the top 18 nations compete to be crowned Davis Cup champions, was introduced in 2019 with Spain winning the title in Madrid.
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