Lexus has become the presenting partner of Sky Sports new tennis channel, Sky Sports Tennis.

The year long partnership deal was brokered by Sky Media and MSix & Partners, it includes exclusive sponsorship of the ATP Tour and the Women’s Tennis Association (WTA) Tour throughout 2024.

This seven-figure deal includes 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 tennis channel.

Lexus will also support Tennis content on Sky Sports digital and social platforms to grow their association with the sport. Lexus branded sponsorship idents will open and close each advertising break.

Sponsorship activity will also extend across Sky’s owned and operated digital platforms with impactful video and display assets, and Sky AdVance to retarget Tennis viewers across the web. On Sky Sports social platforms, Lexus branding will be attached to Tennis video content, including highlights and key Tennis moments, throughout the year.

The partnership follows Lexus’ recent multi-year agreement with the ATP Tour, as Platinum Partner and Official Automotive Partner. The automotive brand has furthered its presence in the sport by signing up UK Tennis players Cameron Norrie and Katie Boulter as brand ambassadors. The brand also has a wider commitment to Tennis in the UK as Official Performance Partner and Official Automotive Partner of the Lawn Tennis Association.

Sky Sports has recently agreed five-year partnerships with the ATP and WTA to show year-round Tennis, with over 80 tournaments and 4,000 matches available to customers. The new channel will also broadcast exclusive live coverage of the US Open in August. Coverage will be analysed by former top British players Tim Henman and Laura Robson, presented by Gigi Salmon, with commentary from the well-known voice of Jonathan Overend.

Chris Hayes, Director of Lexus in the UK, believes the new channel will bring Tennis to a wider audience than ever before. He explained “This year promises to be particularly exciting, with more tournaments, and new opportunities for fans to engage with the sport. 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.”

Dan Morrissey, Head of Sponsorship Activation at Sky Media added: “Sky Sports Tennis is the perfect match for Lexus to increase their visibility amongst highly engaged, premium audiences. 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.”