Lexus is partnering with the World Surf League for the 2024 Championship Tour season, including for the upcoming YETI-presented Pipe Pro competition.

As announced on Tuesday, the partnership also sees the Toyota-owned brand serving as the official auto partner for the Sunset Pro, as well as an official partner for the WSL Awards. In a statement, Cherie Cohen, the WSL’s chief revenue officer, said the league was “thrilled” to kickstart their new partnership with Lexus.

“This isn’t just a sponsorship; this is a shared commitment to the pursuit of perfection and celebration of excellence,” Cohen said on Tuesday. “The combination of rugged capability and luxury in the all-new GX is sure to resonate with our fans and athletes.” 

The GX, of course, is a luxury SUV offered by the Lexus brand. The vehicle itself will not be participating in any surf-related activities, sadly, meaning we will not be able to witness the unique spectacle of an automobile carving, nor will we see anyone using the car as a surfboard.

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