Photo: WSL
A car company isn’t necessarily the first thing that comes to mind with regards to surfing sponsors, but that hasn’t stopped Lexus from having a go at it. The Japanese automotive brand first linked up with the WSL in 2024, when it became the League’s Official Automotive Partner in North America. Lexus also named Griffin Colapinto its first-ever “surf ambassador” in September of last year. Now the luxury car brand is going even further, with an expanded multi-year WSL partnership.
Lexus had already been on the marquee for several WSL events, including the US Open of Surfing and the upcoming Pipe Pro, but you can expect to see that name on even more in the future. According to a WSL press release announcing the new deal, Lexus will be the title partner for five WSL events in 2025: the WSL Awards, Pipe Pro, Trestle Pro, US Open of Surfing, and WSL Finals.
“Lexus and the WSL are united by a shared drive for innovation, excellence, and performance,” said Lisa McQueen, Media Manager for Lexus. “This expanded partnership will allow us to elevate the fan experience to new heights, creating amazing moments for the surf community.”
“We are kicking off the 2025 season alongside Lexus at Pipe, and couldn’t be more excited to continue to build on this partnership with Lexus for years to come,” added WSL Chief Revenue Officer Cherie Cohen.
