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, UK See Profile Today, Lexus is revealed as the official automotive sponsor of the Davis Cup by Rakuten Finals 2021, which occur in Madrid from 25th November to fifth December. As part of the collaboration, Lexus will be responsible for the main transport of players and teams from the 18 competing countries to the tennis town. Ties will likewise be contested in Innsbruck, Austria and Turin, Italy.

There is a genuine synergy in between Lexus and the Davis Cup, with both pursuing unparalleled high-end and offering unforgettable experiences for both customers and fans alike. The collaboration also coincides with the launch of the all-new Lexus NX, which opens a fresh chapter for Lexus, declaring new instructions in exterior/interior style and new powertrains, including Lexus’ first plug-in hybrid electric, vibrant improvements that deliver a more fulfilling and connected driving experience and next generation multimedia and connectivity. The NX likewise includes usage of innovative innovations for higher levels of safety, convenience and benefit.

The campaign for the all-new NX is named “Feel More”, which draws on the apparent connections and associations with a sport known for its fast paced, extremely psychological, and often renowned moments of enthusiasm.

Founded in 1900, Davis Cup by Rakuten has grown to become the largest annual world championship in sport, with 142 countries gone into in 2021. The new Finals format, which sees the top 18 nations compete to be crowned Davis Cup champs, was introduced in 2019 with Spain winning the title in Madrid.

Spiros Fotinos, Director of Lexus Europe, commented: “We’re exceptionally thrilled to reignite our relationship with this renowned sporting occasion. The Davis Cup is an unique format across several nations that brings together leading tennis professional athletes and fans – much of whom are high-end customers. The opportunity for Lexus to engage with this audience through a shared enthusiasm for excellence, decision and amazing experiences might not be missed out on.”

Albert Costa, Director of the Davis Cup Finals, said: “It is a terrific high-end to be able to depend on Lexus again for the 2nd edition of the Finals. This year’s event is being staged in a multi-site format in 3 nations, and Lexus is showing its enormous capacity for management, service and professionalism. We are confident that, as in 2019, the world’s finest players and groups will be pleased with the performance Lexus will offer at the competitors.”

The sponsorship was brokered and managed on behalf of Lexus by London based companies m/SIX and The & Partnership.

Abby Stanworth, Head of Collaborations, m/SIX said “Lexus is a really special client, with an extraordinary brand proposition. The chance to represent its interests in such an amazing and forward-thinking collaboration was a project we could not wait to dive into. Sponsoring the David Cup is a possibility to link directly with an engaged and delighted audience worldwide.- the best partnership for a truly worldwide brand”

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