Australia’s premier racing club, the Victoria Racing Club (VRC) announced on Tuesday that global luxury lifestyle brand Lexus is the new Melbourne Cup Principal Partner.
The new five-year sponsorship agreement includes the naming rights to the Melbourne Cup Race, Melbourne Cup Day, the Melbourne Cup Tour, the Melbourne Cup Parade, and the Melbourne Cup Barrier Draw. It will see the coveted Lexus Design Pavilion take up front-row positioning as the headline marquee in Flemington’s exclusive Birdcage Enclosure.
This alignment builds on Lexus’ very successful 14-year partnership with the VRC, which has seen the brand create exhilarating entertainment, culinary and design experiences since 2003.
VRC Chairman Amanda Elliott said the Club is delighted to welcome Lexus as the new Principal Partner.
“As the custodian of Australia’s greatest sporting and cultural icon, we are incredibly pleased and thrilled to link the Melbourne Cup with a visionary luxury brand like Lexus.
“Sharing this extraordinary event with Lexus is something we are really looking forward to.”
Lexus’ newly appointed Chief Executive Scott Thompson said the brand is thrilled to build its association with one of the world’s greatest sporting events.
“The A$6.25 million Lexus Melbourne Cup is a truly spectacular event and the focal point of the Melbourne Cup Carnival. Lexus is honoured to be announced as the naming rights partner – the VRC perfectly aligns with our values of exhilarating experiences, innovation and sophistication,” Mr Thompson said.
“Together with the VRC, Lexus will continue to push the boundaries to pioneer exciting touchpoints and events for patrons on and off course. We look forward to driving the Melbourne Cup Carnival to even greater heights.”
“Lexus is only the fourth sponsor of the Melbourne Cup in its almost 158-year history,” Mrs Elliott said.