The North American division of Japanese luxury automotive manufacturer Lexus has agreed a partnership with NBA basketball team Dallas Mavericks, NHL ice hockey team Dallas Stars and their American Airlines Center home arena.
The five-year deal includes exclusive naming rights to the south Platinum Level Club at American Airlines Center, along with the Platinum Garage premium parking facility.
Additionally, Lexus will support community initiatives with both teams as the title sponsor of the Dallas Stars Little Rookies programme, Dallas Stars Youth Hockey and a sponsor of the Mavs Hoop Academy.
Financial terms were not disclosed.
Jeff Bracken, group vice-president and general manager at Lexus Division, said: “This alliance gives us an opportunity to directly engage with our Lexus owners, foster new relationships and provide community benefits that align well with our Lexus brand.”
Lexus North America will relocate its corporate headquarters to Plano, Greater Dallas in 2017.