Lexus Signs On for Open ‘Scorecard’

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Automaker Toyota Motor Sales USA Inc.'s Lexus unit and its ad agency, ZenithOptimedia, have signed up to receive “Sponsorship Scorecard” data for this year’s U.S. Open Tennis tournament, officials said Monday.

Sponsorship Scorecard, from Nielsen Sports, provides both a ratings-currency and a verification service for sponsored placed media in all televised sporting events.

“Zenith is always looking for innovative ways to measure the effectiveness of our clients’ marketing activities,” Jon Cogan, Zenith’s associate media director of strategic resources, said in a statement. “The Nielsen Sponsorship Scorecard service will be a useful tool that will help us quantify the impact of Lexus’ investment in the U.S. Open.”

Lexus is the “official vehicle” of the U.S. Open and presenting sponsor for the Men’s Singles championship. Lexus will award an all-new 2006 Lexus GS 430 luxury-performance sedan to the men’s singles winner, the first time such a prize will be awarded in the men’s bracket.

Other on-site Lexus visibility will include net-post signage for all men’s singles matches in Arthur Ashe Stadium, Louis Armstrong Stadium and the Grandstand.

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