Mercedes-Benz of York has agreed a sponsorship partnership with Next Generation, the new fitness and leisure club in Heslington.

As part of the deal, specially-branded "A" and "C" class Mercedes-Benz cars with sporty graphics such as Extra Trim, Body Beautiful and Love One are being used by the club to raise awareness throughout the city. Mercedes-Benz of York will also become the main corporate sponsor at the club with both organisations having a significant promotional presence at the respective locations.

Mark Tomlinson, general sales manager for Mercedes-Benz North Yorkshire, said: "This is an exciting initiative which will benefit both companies as there is considerable synergy in the market profiles we are targeting. As our association grows, we plan to organise joint activities such as tennis tournaments and other events."

The Next Generation concept was launched by David and Scott Lloyd and the York Club is the tenth in the company's UK portfolio. Apart from an air-conditioned cardiovascular gym and other fitness facilities, the club also has 11 tennis courts, badminton and squash courts, a climbing wall, two swimming pools, a steam room and sauna. Richard Fleming, business development manager of the York club, said: "It was clear that we are predominantly targeting the same sectors and therefore this arrangement makes sound marketing sense."

Updated: 11:49 Tuesday, June 24, 2003