Lexus backs Davis Cup Finals

Japanese automotive manufacturer Lexus has been unveiled as a sponsor of this year’s Davis Cup Finals.

The finals of this year’s edition of the national team tennis tournament will be held in the Spanish capital of Madrid from November 18-24. Lexus will serve as a sponsor and official car of the event.

Lexus will oversee the official transportation of players and teams from the 18 competing nations, with over 500 people to be shuttled daily from the Madrid city centre to the event venue, La Caja Mágica.

Leo Carluccio, general director of Lexus Spain, said: “The agreement with the Davis Cup is part of the Lexus strategy of going from being an automobile brand to becoming a lifestyle brand.”

The partnership was announced today (Friday) by the International Tennis Federation (ITF) and Kosmos Tennis.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.