Lexus added Dallas-based Will Zalatoris to its roster of golf champions. The partnership began before the Players Championship at TPC Sawgrass in Ponte Vedra, FL.

Lexus continues to double down on its commitment to golf. The brand mirrors the game’s direction, reporting that it “aims to reach a younger, more diverse audience.” 

In addition to the ambassador program, Lexus’ golf partnership strategy focuses on opportunities that reach key brand audiences through “integrations in the golf lifestyle space,” including a recent announcement as the official automotive partner of Malbon Golf.

“Lexus planted its roots in Texas in 2014, so we’re excited to partner with Will Zalatoris, a world-class golfer in our own backyard,” said Kevin Higgins, general manager of Lexus marketing. “With each addition to our golf ambassador roster, we’re breathing new life into the Lexus golf program, and we’re excited for Will to introduce the Lexus brand to new audiences and young people around the world.”

Zalatoris grew up in San Francisco, CA, where he honed his golf game at the California Golf Club. In 2014, he won the U.S. Junior Amateur and continued to play collegiate golf at Wake Forest University, where he was named First-Team All-American, a Walker Cup team member and ACC Player of the Year.

Zalatoris turned professional in 2018, moving from outside the top 2000 to inside the top 50. Zalatoris completed his first season on the PGA tour in 2021, securing eight Top 10 finishes, including a second-place finish at the Masters. Following that success, Zalatoris was named PGA Tour Rookie of the Year. In 2022, he earned his first PGA Tour victory at the FedEx St. Jude Championship at TPC Southwind. This season, Zalatoris has built momentum with several top finishes and recently secured a spot in the Open Championship this summer at Royal Troon. 

Zalatoris teed off at The Players Championship on March 14.

Image courtesy Lexus