Magpies seek new naming rights partner for HQ

COLLINGWOOD is seeking a new naming rights partner for its headquarters after the end of its six-year deal with Lexus.

Although the motor company has signed a new three-year agreement to be the Magpies' official car partner, Lexus has decided not to extend its naming rights agreement for the Lexus Centre.

In a statement issued on Saturday, Collingwood said Lexus has advised that the branding exercise had achieved its marketing objectives and was no longer a priority in its marketing strategy.

The venue will continued to be named the Lexus Centre until a replacement sponsor has been found.

Collingwood chief executive Gary Pert said, "The fact that Lexus has advised the club that it won’t be extending its naming rights partnership of the Lexus Centre has allowed us the opportunity to talk to potential replacement partners, ensuring that we will facilitate a smooth transition, with the details to be announced in due course.”

This week Collingwood announced an operating profit for the 2009 season of $594,061 on a turnover of $62.8 million.

The club said in a statement it spent $17 million on its football department during the season and also invested heavily in its membership department.

Pert said while profit was down on recent years, "the club makes no apology for continuing to invest in the two key drivers of our club which are our members and our football department".