“​​This expanded partnership with Lexus, which takes us right through from the start of this season and into the next, is built on the support from fans and the surfing community,” said Cherie Cohen, WSL Chief Revenue Officer. “Lexus and the WSL share a passion for innovation and performance at the highest levels and this extended relationship allows us to focus on delivering amazing experiences to our fans.”

Lexus is helping to create experiences at select WSL North America events, allowing the surfing community and fans to interact in new ways with the brand and its vehicle lineup, including the all-new 2024 Lexus GX 550. These will include on-site activations, curated VIP experiences, and chauffeur services for both athletes and fans. In addition to on-site activations, Lexus-branded content will be found on WSL live event broadcasts and across WSL and Complex social channels.

Lexus at US Open of Surfing. Photo Jill Weinlein

“Like the WSL, Lexus is built on a commitment to create amazing experiences for our customers and communities,” said Cynthia Tenhouse, vice president of Lexus marketing. “We are moved by the incredible support we received from the WSL and the surfing community for Lexus Pipe Pro. Our partnership will continue to highlight the intersection between the best in community, sports, and luxury – all while showcasing the latest in our vehicle lineup.”

The expanded partnership leverages Complex and its influence as the leading platform shaping global youth culture and celebrates the intersection of diversity, community, sports, and luxury.

“As the premiere voice of youth culture, we’re excited to continue to drive excellence and innovation forward with Lexus and the World Surf League,” said Kirsten Atkinson, Complex Head of Brand Partnerships, Sales. “This partnership builds on Complex’s legacy of facilitating unique collaborations, premium content and curated IRL experiences that engages loyal superfans and attracts growth audiences.”

The Lexus WSL Finals is the one-day, winner-take-all season finale to decide the 2024 World Champions. The competition window for the Lexus WSL Finals will open on Friday, September 6, and close on Saturday, September 14, 2024. Within this window, the competition will be run on the best day of surf conditions.