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Lexus goes mobile for Yahoo Sports' Tourney Pick'em sponsorship

David Murphy

Lexus will sponsor Yahoo Sports' Tourney Pick'em for the third year in succession and re-launch the Lexus '0-60 Bracket Challenge', a custom-branded game tied to the 2018 Men's College Basketball Tournament. Lexus will use the sponsorship to promote the 2018 Lexus RC F sports coupe.

This year, Lexus is taking a new approach to reach mobile sports fans, after seeing registrations for its bracket game on Yahoo Sports jump 38% last year compared to 2016 and the majority of fans (53%) signingup on a mobile or tablet device.

This year, Lexus will be the premiere sponsor of Yahoo Sports' Tourney Pick'em on the Yahoo Fantasy app with an immersive brand experience. Also new for this year, Yahoo Sports' Tourney Pick'em fans can share updates from their brackets with friends directly from their phone's messaging app. The campaign is powered by Oath.

"Our partnership with Yahoo Sports allows us to connect with millions of college basketball fans on their favourite device – their smartphones," said Cooper Ericksen, Lexus vice president of marketing. "The Tournament is the perfect time to align and own the mobile moment with sports fans. This also gives us the opportunity to show the performance side of Lexus by highlighting the new 2018 Lexus RC F."

To sign up for the Lexus '0-60 Bracket Challenge', download and visit the Yahoo Fantasy app. Each round, players select which games will reach a combined 60 points the fastest for an opportunity to win a luxury trip for four to Las Vegas during tournament time next season. Lexus will also connect with fans through 15-second video ads on Yahoo Sports.