Branded Lexus Seats Installed for the Lawn Tennis Association

GL events UK are proud to partner with the Lawn Tennis Association (LTA) to deliver temporary seating for the tennis tournaments at Surbiton, Eastbourne, Nottingham, Ilkley and Birmingham in 2024.

Lexus is the Official Performance Partner and Official Automotive Partner of the Lawn Tennis Association (LTA). The multi-year partnership will see Lexus support the LTA in their mission to grow UK tennis by ensuring it is accessible, welcoming and enjoyable for all.

As part of this partnership, LTA turned to the team at GL events UK to supply 14 Lexus-branded premium seats to give fans a unique experience across five major events.

As part of Lexus’ successful partnership with LTA, they wanted to enhance brand presence at the matches while simultaneously creating memorable experiences for spectators. They required branded premium seating that would be used for special guests, staff and competition winners. These seats needed to provide a high-end experience and were placed in a prime spot overlooking the Centre Court at each event.

GL events developed and executed a tailored seating solution for Lexus and the LTA, starting with the installation at the Lexus Surbiton Trophy.

Positioned in the grandstand’s prime front row, these branded premium seats were seamlessly integrated within a standard row. The team began by installing plastic tip-up seats for spectators, leaving space for the branded premium seating to be fitted. To ensure stability and smooth integration, a custom-manufactured bracket was used to anchor each seat securely to the grandstand frame.

The superior leather seats, inspired by dugout-style designs and crafted by the same manufacturer that supplies branded premium seating for major stadiums, included the Lexus logo embroidered on each backrest and featured comfortable armrests. GL events handled both the supply and installation, ensuring each seat met Lexus’ high standards for quality and comfort. Following the event, GL events removed the seats, which Lexus opted to retain, further enhancing their brand assets for future events.

GL events UK successfully overcame the challenge of adapting the branded premium seating installations to the unique layouts at each LTA venue. 

At Eastbourne and Ilkley, the team constructed the seats on custom-built plinths positioned beside the court for optimal viewing. For Birmingham, they installed the seats on a hard-standing platform directly in front of the grandstand, creating a dedicated premium area. At Surbiton and Nottingham, the seats were seamlessly integrated within the temporary grandstands, ensuring each installation complemented the venue's setup. 

This flexible approach allowed Lexus to provide a consistent premium experience across varied locations.

The seats offered guests a luxurious and unique viewing experience, allowing them to enjoy each match in complete comfort. Additionally, they significantly boosted Lexus' brand presence at LTA matches across various locations. Our client was delighted with the finished result and thanks to GL events UK’s collaborative approach, the dugout-style seating worked perfectly for their requirements.