Rip Curl has moved on from its three-year contract as title sponsor of the WSL Finals as Lexus steps in to fill the wetsuit maker’s shoes and then some.

The World Surf League said this week Lexus signed on to be title sponsor of what will now be the Lexus U.S. Open of Surfing and the Lexus WSL Finals in a move that will ensure the automaker’s presence in competitive surfing into the 2025 season.

For Rip Curl, the company completed its three-year deal with the WSL in September when the last Rip Curl WSL Finals occurred, with marketing efforts aimed at playing up the company’s new Flashbomb Fusion wetsuit and complemented with a slate of store and other events.

“We are very proud to have partnered with the WSL on the first three years of the WSL Finals,” Rip Curl CEO Brooke Farris said in a statement provided to SES. “Together, we achieved record-breaking viewership, reach, and history-making moments for our sport.”

More recent Rip Curl marketing efforts have emphasized investing in athlete deals, with the largest of those being an eight-year sponsorship with eight-time World Surfing Champion Stephanie Gilmore in March. The company valued the deal as a “multi-million dollar” contract.

Gilmore is currently on break from professional surfing and set to return to the WSL Championship Tour in 2025.

Earlier that same week of the Gilmore announcement, Rip Curl said it extended its agreements with surfers Molly Picklum, Erin Brooks, Alyssa Spencer, and Crosby Colapinto.

Farris went on to point to the company’s work with the Rip Curl Pro Bells Beach and the MEO Rip Curl Pro Portugal, in addition to the company’s growing surf team as it looks to continue to continue to solidify its presence in surf.

“It’s fantastic to see professional surfing attract strong, global brands to this amazing sport,” Farris added of Lexus.

For the WSL, the broadened partnership with Lexus follows news in January the automaker signed its first-ever deal with the organization to sponsor the Lexus Pipe Pro.

The automaker’s entry into surf with its WSL deals is part of the surf organization’s efforts around diversifying its revenue streams and the sport’s reach.

The Lexus US Open of Surfing is scheduled for Aug. 3-11, while the WSL Finals will be held Sept. 6-14.