Lexmark: Indy 300 sponsorship increased APAC sales

Stan Beer
Sunday, 04 September 2005 16:44

IT Industry - Deals

Printers vendor Lexmark has extended its naming rights sponsorship of the Lexmark Indy 300 for a further three years, claiming that association with the Queensland event had increased the company's profile in the Asia Pacific region.

“We are delighted that Lexmark has benefited so much from its sponsorship of the Indy 300 and pleased that it has decided to renew and continue for an additional three years,” Queensland Premier, Peter Beattie, said.

“Lexmark’s sponsorship commenced in early 2003, providing a key financial and marketing injection into one the world’s premier sporting events.

“Their commitment has helped us build awareness not only of the event but of Queensland as a destination throughout Australia and the rest of the world.”

The Lexmark sponsorship has provided an enormous boost for the Lexmark brand and has helped to increase sales significantly in Australia, New Zealand and the Asia Pacific region, according to the company.

Lexmark Australia and New Zealand managing director, Graham Kittle, said that the Lexmark Indy 300 has already brought a tremendous return on investment for the company.

“A key part of our sponsorship is working with the Lexmark Indy 300 team to deliver a streamlined, uncomplicated solution that distributes information at the event,” said Kittle.

“Sponsorship of the Lexmark Indy 300 is key to increasing our exposure in the local marketplace.  Aligning with such a high profile, professionally executed sporting event such as Indy was a key strategic decision to ensure we continue to build on the already strong business growth we’ve been experiencing in recent years. 

“The success of the Lexmark Indy 300 is evident in the record crowd numbers. The success for Lexmark is something that we’ve been enjoying over the past three years since the inception of our sponsorship, with new business opportunities and higher brand awareness in Queensland and throughout Australia."