Lexus Extends Sponsorship Deal with World Surf League through 2025: Embracing Authenticity and Diversity in Women’s Surfing

The World Surf League (WSL) has announced an extension of its sponsorship agreement with Toyota’s luxury brand, Lexus, through 2025. In addition to the original agreement, Lexus will also sponsor the U.S. Open of Surfing and the WSL Finals.

Cherie Cohen, Chief Revenue Officer at the WSL, expressed her admiration for Lexus’s activation of their sponsorship in authentic ways, particularly in the areas of women’s surfing and diversity. She noted that with 18 Olympic qualifications under the WSL’s guidance, the league is maturing as a business and is set to reach a larger audience with the upcoming Olympics.

Cohen believes that surfing will reach more people than ever before during the Olympics, and the goal is to convert this new awareness into full-time fandom. Other nonendemic sponsors of the WSL include Apple, Corona, Shiseido, and Yeti.

The extension of Lexus’s sponsorship deal highlights their commitment to supporting the sport and its athletes for years to come. The brand has been a long-time supporter of surfing and has activated their sponsorship in unique ways that have resonated with fans around the world.