With construction under way on Toyota’s new U.S. corporate HQ just outside Dallas, the company’s luxury brand, Lexus, has signed a five-year partnership with American Airlines Center and its tenants -- the Mavericks and Stars -- that includes naming rights to both the Platinum Level club and parking garage. Financial terms were not disclosed, but both Stars Exec VP & Chief Revenue Officer Brad Alberts and Mavericks Exec VP/Corporate Sponsorships George Killebrew said the deal is among the teams’ most lucrative, each calling Lexus a flagship partner. Toyota VP & GM for Lexus Jeff Bracken in a statement said, “This alliance gives us an opportunity to directly engage with our Lexus owners, foster new relationships and provide community benefits that align well with our Lexus brand. In addition, we look forward to becoming a part of the Greater Dallas Forth Worth community.” Audi previously held naming rights to both the club and garage as part of a deal that ended after the ’14-15 NBA and NHL seasons. The club, located on the south end of the arena, is accessible to about 3,000 suite holders and platinum-ticket holders. Lexus will receive signage on the interior and exterior of both the club and garage, as well as on the uniforms of employees in both areas. Lexus will have designated space to display vehicles in the garage, and Alberts said it is likely that a portion of the lower level will be reserved for Lexus drivers.
DETAILS OF THE DEAL: Lexus as part of the deal is entitled to two dasherboard ads at all Stars home games, as well as one at each of the team’s six Dr Pepper StarCenters skating facilities in the Dallas-Ft. Worth area. During Mavericks games, Lexus signage will be featured courtside, as well as on the LED board affixed to the basket’s stanchion arm. A Lexus-branded in-game feature will run on the main scoreboard, and the company will be featured in the Mavericks’ game programs and yearbook. The company will also serve as the presenting partner of youth initiatives for both teams. Killebrew said of Toyota, “Right off the bat they wanted to be a good corporate citizen. They said, ‘We want to get involved with high-profile entities in Texas.' I think that was one of the key drivers as they move here.”
