The Madison Square Garden Company (MSG) and Lexus announced today a long-term marketing partnership, making Lexus a Signature Partner of MSG with year-round exposure across the company’s unrivaled set of sports, entertainment and media properties in New York. As part of the partnership, Lexus will have a prominent presence in the transformed Madison Square Garden Arena, including becoming the naming partner for the new Madison Suite Level that will debut later this week as part of Phase II of The Garden’s top-to-bottom Transformation.
“Lexus has recently introduced an all-new design for its luxury sedans and SUVs, so it makes sense we would partner with The Madison Square Garden Company, which is giving an iconic stadium an all-new design, as well,” said Scott Wracher, Lexus Eastern Area general manager. “Our philosophy at Lexus is to always exceed our customers’ expectations and this partnership will enable us to create unique experiences for our customers at Madison Square Garden and throughout the MSG Company.”
“We are extremely proud that Lexus has joined the lineup of industry leading brands that make up our MSG Signature Partners, and we’re confident this partnership will provide them unparalleled exposure in New York,” said Hank Ratner, president and chief executive officer, The Madison Square Garden Company. “As the naming partner for the new Madison Suite Level, which will include two of our most prominent new luxury offerings debuting this season as part of the MSG Transformation – Madison Level Suites and Madison Club – Lexus will be synonymous with delivering an unmatched experience for our customers. Plus, Lexus will enjoy integrated exposure across all of our sports, media and entertainment properties, ensuring their brand benefits from the breadth and depth unique to The Madison Square Garden Company.”
The new partnership will make Lexus the Official Luxury Vehicle of Madison Square Garden, The Theater at Madison Square Garden, the New York Knicks, New York Rangers, New York Liberty and the Concert Series at Madison Square Garden. In addition, Lexus will have a presence on MSG’s award-winning regional sports networks, MSG and MSG+, and have integration on The Garden’s 7th and 8th Avenue Marquees, which provide exposure to the more than 600 million people that walk by the Arena annually.
The Lexus Madison Suite Level will provide the brand with premium exposure to a who’s who of corporate America that have purchased the new Madison Level Suites and memberships in the new all-inclusive Madison Club. The new suites and club are at the lower level of the Arena, as close as 23 rows up from the action. Debuting in fall 2013, as part of the third and final phase of the Transformation, Lexus will have a custom-built branded vehicle display year-round on the new Terrace Level of the Arena, which will serve as the exclusive entrance for event suiteholders and club seat ticket holders. For this season, Lexus will have a vehicle display in the lobby entrance to the Arena.
Lexus’ Official Luxury Vehicle designation will include significant branding exposure at the Arena for all Knicks, Rangers and Liberty games, as well as the Concert Series. The Garden has a strong lineup of diverse and top-name artists scheduled to perform this fall as part of the Concert Series, including Madonna, Justin Bieber, One Direction, The Who and Neil Young and Crazy Horse. Integration at these events will incorporate a variety of elements, including digital and static signage throughout the Arena; features on GardenVision, the center-hung scoreboard; and on-court and on-ice branding and promotional contests.