Lexus signs up to sport sponsorship deals

Lexus has extended its sponsorship portfolio by signing deals with the Open golf championship and Harlequins Rugby Club.

The marque will be a sponsor and the official car supplier to the Open for the next three years and has naming rights to a new stand at the Stoop rugby ground as part of the Harlequins deal.

Lexus Europe director Stuart McCullough says: “Lexus is strongly increasing its presence in Europe as part of its global development strategy. The Open championship allows us to reach a broad range of viewers as the event is televised in 191 countries.”

Players and officials at this year’s Open were driven around in the new GS300 and GS430 cars, the first models to display the new design direction the Lexus marque is taking. The RX400h performance hybrid SUV was also used during the tournament.

The new Lexus Stand at Harlequins’ Stoop will open at the start of the 2005/06 rugby season and provides an additional 3,850 covered seats. It will include a members’ bar, club shop, corporate hospitality boxes and the players’ changing rooms.

Lexus UK director Steve Settle says: “As our brand develops, we see a strong connection with the strengthening of the Harlequins brand, both on and off the field.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here