Sponsorship and Naming Rights Arrangements
The luxury vehicle manufacturer Lexus bought the naming rights to the venue in 2004; as the Lexus Centre, it no longer served as a public stadium, instead being used by the Victorian Institute of Sport and the Collingwood Football Club as a sports administration and training facility. The Lexus Centre was listed as part of the Melbourne Sports and Entertainment Precinct.
On 21 November 2009, Collingwood Football Club announced publicly on the official AFL website that Lexus would no longer continue to maintain the rights of naming the centre. Lexus announced in a statement that "the branding exercise had achieved its marketing objectives and was no longer a priority in its marketing strategy", hence ending a six year naming rights deal between Lexus and Collingwood.
In March, 2010, Collingwood announced that Westpac bank was the new naming rights sponsor of the centre.
Read more about this topic: Melbourne Sports And Entertainment Centre
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