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).
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