Few names elicit the idea of sumptuous luxury and class like the Hard Rock Cafe, and Lexus is capitalizing on it and everything the Miami Dolphins represent thanks to a new partnership, announced today.
Lexus and the Miami Dolphins have announced a multi-year naming rights partnership that they say is “at the forefront of luxury and entertainment.” Okay, then. Lexus, it has been determined, will be the “Official Luxury Vehicle of the Miami Dolphins and Hard Rock Stadium” as a result of the tie-up.
“A key factor in our decision-making process is to align our brand with partners that share our values of creating memorable experiences for the people we serve,” said Sam Wintermyer, general manager, Lexus Southern Area. “We are thrilled to partner with the Miami Dolphins and Hard Rock Stadium, a global entertainment destination with a strong commitment to the South Florida community.”
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The automaker plans to elevate the viewing experience for its current and potential customers in the newly-named Lexus North Sideline Club located between the 30-yard lines on the north side of the Hard Rock Stadium. It will also have a significant presence at every event hosted at the stadium, which includes Formula 1’s upcoming Miami Grand Prix, set to circle the stadium in May 2022.
Members of the Lexus North Sideline Club will also be able to join the Dolphins Challenge Cancer event, which invites people to ride, run, or walk to help raise money for cancer research. The football team has pledged $75 million to the event, which is actually nice.
“We are excited about our partnership with Lexus, a brand that has set the standard for luxury and first-class experiences throughout South Florida,” said Jeremy Walls, senior vice president, chief revenue officer of Miami Dolphins and Hard Rock Stadium. “Lexus is a legacy brand, and we look forward to engaging our shared fans and broadening our community impact in authentic and exciting ways.”
