Both parties signed off on an agreement that will see Lexus remain Collingwood’s official car partner for at least the next three years. Lexus has advised Collingwood that it will not be extending its naming rights agreement of the Lexus Centre as this high profile branding exercise has already successfully achieved the marketing objectives set six years ago, and is no longer a priority within its marketing strategy.
The venue will remain as the Lexus Centre until a replacement has been found.
Lexus Australia chief executive John Roca, said “Our sponsorship of the Lexus Centre has been extremely successful in building awareness of the Lexus brand over the past six years.
"Our partnership with Collingwood has been a key driver in establishing Lexus within Victoria which is why I am delighted to continue this relationship by remaining the official car sponsor of the Collingwood Football Club.”
Collingwood Football Club chief executive Gary Pert said “Lexus’ commitment to remain the club’s Official car sponsor ensures that the two parties will continue the successful association that we have both enjoyed for the last six years.
"The fact that Lexus has advised the club that they won’t be extending their naming rights partnership of the Lexus Centre has allowed us the opportunity to talk to potential replacement partners ensuring that we will facilitate a smooth transition, with the details to be announced in due course.”
