Lexus expands and extends Melbourne Cup deal

Japanese carmaker is new lead partner of prestigious horse racing event.

Lexus expands and extends Melbourne Cup deal

Lexus has expanded and extended its partnership with Australia’s Victoria Racing Club (VRC) to become the principal partner of the Melbourne Cup horse racing event for the next five years.

The Japanese automotive manufacturer’s agreement includes naming rights to the celebrated Melbourne Cup Race, the Melbourne Cup Tour, the Melbourne Cup Parade and the Melbourne Cup Barrier Draw. 

As part of the deal, the Lexus Design Pavilion will receive front-row positioning as the headline marquee at the Birdcage Enclosure at Flemington Racecourse, the home of the Melbourne Cup.

Lexus has been a partner of the VRC since 2003, providing culinary and design experiences for the club.

The luxury vehicle brand replaces Emirates Airline as the Melbourne Cup’s lead partner.

Scott Thompson, chief executive of Lexus, said: “The AUS$6.25 million (US$4.9 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.

“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.”

Amanda Elliott, chairman of the VRC, added: “Lexus is only the fourth sponsor of the Melbourne Cup in its almost 158-year history. Over the past century and a half, the VRC has demonstrated the ability to not only foster enduring relationships, but also to deliver great commercial outcomes for our partners. I am certain the Lexus Melbourne Cup will go from strength to strength.”

The 2018 Melbourne Cup is due to take place on 5th November at Flemington Racecourse, Australia.