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.”