Office Depot Center, Turner Field To Feature Lexus Lots

The South Florida Lexus Dealers have entered into an enhanced partnership with Office Depot Center and the NHL Panthers, which includes complimentary parking for the first 200 Lexus drivers to arrive at every Office Depot Center event. In addition, five parking lots at the arena will now be known as the Lexus Lots. Lexus will also have an increased presence throughout the arena, through car displays, murals and signage (Office Depot Center).

BRAVE NEW WORLD: SPORTSBUSINESS JOURNAL's Noah Liberman reports Lexus will "augment its existing multiyear sponsorship" with the Braves by sponsoring a Lexus-branded 250-space parking lot adjacent to Turner Field that is "available only to fans driving a Lexus." Lexus, which is paying an increased sponsorship fee for the parking lot, will "display new automobiles there and provide giveaways to fans who drive a Lexus." The overall Lexus sponsorship incorporates Lexus corporate, the Lexus Southeast Dealers Association and all local Atlanta Lexus dealers. Lexus also sponsors a level of luxury suites at Turner Field. While figures were not disclosed, Liberman notes top MLB sponsorships "are routinely in the very high six figures" (SPORTSBUSINESS JOURNAL, 3/15 issue).