As Wimbledon gets under way, automotive brands are using tennis as a global stage to showcase innovation, technology and brand storytelling. From extreme engineering demonstrations and electric mobility showcases to long-standing partnerships with players and the tournament itself, carmakers are leveraging the appeal of The Championships to connect with audiences beyond the traditional automotive world.
Lexus: A First Serve from the Edge of Space
Lexus has marked the start of the 2026 tennis season with an ambitious engineering project: sending a custom capsule of tennis balls to the edge of space.
British tennis champion and world number one Alfie Hewett OBE stars in a new Lexus film documenting the mission, which saw bespoke aerospace technology used to launch the balls above the Earth’s atmosphere before returning them for an unconventional opening serve.
The custom-engineered capsule was carried by a stratospheric hydrogen balloon to an altitude of 110,000 feet (33,528 metres), placing it above 99.5% of the Earth’s atmosphere. The tennis balls experienced near-vacuum conditions before safely returning to Earth.
Following recovery, the balls were transported in a Lexus NX SUV to the National Tennis Centre in Roehampton, where Hewett used one of them for a first serve captured in the campaign film.
Hewett said:
“I’ve started many seasons throughout my career, but serving with a ball that has just returned from space is an incredible first. As players, we’re constantly pushing boundaries and looking for that extra edge, so kicking off the summer with this unprecedented first serve was the perfect way to set the tone for the season ahead.”
The campaign forms part of Lexus’s wider tennis programme. The brand is Platinum Partner and Official Automotive Partner of the ATP Tour, Official Automotive Partner of the LTA, and a partner of Sky Tennis. In 2026, Lexus is also supporting 12 ATP tournaments across Europe, including the Rolex Paris Masters and the Nitto ATP Finals.
Chris Hayes, Director of Lexus in the UK, said:
“At Lexus, our commitment to precision engineering and creating amazing experiences is at the core of everything we do. To mark the start of the tennis season, we wanted to push the boundaries of technical innovation.”
The launch was delivered by Sent Into Space, a specialist in high-altitude campaigns and research missions.
Range Rover: Luxury Mobility Meets Wimbledon Tradition
Range Rover and the The Championships, Wimbledon have renewed their official partnership through a multi-year agreement, extending the relationship between the British luxury automotive marque and the world’s most prestigious tennis tournament.
The renewed partnership combines British sporting heritage, luxury travel and automotive innovation. A key highlight of this year’s collaboration will be the preview of Range Rover Electric ahead of order books opening later in 2026.
The brand’s first zero-tailpipe-emissions vehicle will be displayed at the All England Club in a metallic British Racing Green finish, offering visitors an early look at the next stage of Range Rover’s electrification strategy.
During The Championships, Range Rover will continue providing official vehicles for players and officials through a fleet of Range Rover and Range Rover Sport plug-in hybrid models. The vehicles will use the All England Club’s on-site charging infrastructure to maximise electric driving and support efforts to reduce operational emissions.
Wimbledon’s charging network is powered by purchased renewable electricity and forms part of the All England Club’s ambition to achieve net-zero operational emissions by 2030.
Martin Limpert, Managing Director of Range Rover, said:
“Wimbledon represents the very best of British sporting culture, and our continued partnership reflects a shared commitment to leadership, sustainability and modern luxury.”
Usama Al-Qassab, Marketing and Commercial Director at the All England Club, added:
“The support from Range Rover allows us to showcase innovation, such as the early preview of Range Rover Electric, and offer the very best experience to players, officials and guests visiting The Championships.”
Range Rover branding will again feature on the “speed of serve” displays on Centre Court and No.1 Court as Wimbledon takes place from Monday 29 June to Sunday 12 July 2026.
