Infiniti has announced that it has partnered with the world-renowned Montreal-based entertainment group, Cirque du Soleil, to become an Official Sponsor and exclusive Automotive Partner. The sponsorship marks a first for both Infiniti and Cirque du Soleil.
"Our new sponsorship with Cirque du Soleil will show that Infiniti is much more than exciting machines that move you from one place to another. Infiniti has an emotional, inspirational appeal, offering a very personal style of modern luxury and respectful treatment for the world's most discerning luxury customers," says Toru Saito, corporate vice president and leader, Global Infiniti Business Unit.
Building on previous Infiniti / Cirque du Soleil sponsorships in Canada, Russia, Korea, and the Middle East, the new global partnership gives Infiniti brand exposure through 180 Big Top and Arena touring show markets in the U.S., Canada, Western Europe, and Russia - as well as three theatre shows in New York City, Chicago, and Los Angeles. Combined, these shows will bring in over 5.4 million attendees offering Infiniti an unparalleled exposure to the affluent customer base of Cirque du Soleil.
"The partnership between Cirque du Soleil and Infiniti is a natural fit for these two perfectly aligned brands as both embody Inspired Performance," says Jon Brancheau, director global marketing, Global Infiniti Business Unit. "At Infiniti, our intention is to move people emotionally as well as physically. We believe that this partnership will personify our brand's desire to invoke graceful strength, vibrancy, craftsmanship and exhilaration in consumers."
"As a company committed to partnering with only like-minded brands, Cirque du Soleil is excited about the opportunity to expand our relationship with Infiniti," adds Ryan Sandilands, senior director of corporate alliances, Cirque du Soleil. "After several successful years working with Infiniti Canada, we look forward to connecting with Infiniti's passionate customers around the world, inspiring creativity and powerful emotions in everyone."
The first partnered shows begin in April 2010 in Portland (Oregon), New York, and Montreal.Published 25 March 2010