NEW SPONSORSHIP AT THE ICONIC EVENT TO AFFIRM LEXUS' STATUS AS A LUXURY LIFESTYLE BRAND
Watching some of the world’s most exhilarating thoroughbreds compete on the greatest stage at the Flemington Racecourse makes the Melbourne Cup an unmissable, international event. Over 150 years the prestigious race has evolved into much more than one of the year’s top sporting events. It’s one of the premier global intersections of design, entertainment and fashion.
Since 2003, Lexus has showcased a variety of luxury and hospitality elements through its Lexus Design Pavilion, from culinary master chefs sharing innovative explorations in local fare to an on-site perfumer collaborating with event-goers to help craft personal signature scents.
Lexus, the new naming rights sponsor of the “race that stops a nation”, will be exploring innovative ways to grow its relationship with event patrons who have come to expect amazing experiences. It’s a natural partnership as the event’s balance of style and sophistication reflect the values Lexus has pursued for almost three decades.
Victoria Racing Club (VRC) chairman Amanda Elliott said the club was delighted to welcome Lexus as the new principal partner. "Together with the VRC, Lexus will continue to push the boundaries to pioneer exciting touchpoints and events for patrons on and off course,” she said. "We look forward to driving the Melbourne Cup Carnival to even greater heights."
With a focus on elevating the experience even further, anticipation will surely increase as to what Lexus plans to unveil at the next Melbourne Cup this coming November.