Stewart-Haas Racing today "landed a significant new sponsorship, signing Quicken Loans to a multiyear, co-primary deal," according to Tripp Mickle of SPORTSBUSINESS JOURNAL. The deal, which sources "valued at more than $4 million a year, will make the Detroit-based online mortgage lender the primary sponsor for nine races" in '12 on driver Ryan Newman’s No. 39 NASCAR Sprint Cup Series Chevrolet. The company "will make its NASCAR debut this weekend at Texas Motor Speedway when Newman drives a car with a paint scheme promoting the Quicken Loans Carrier Classic," a basketball game between the Univ. of North Carolina and Michigan State Univ. that will be played on the USS Carl Vinson on Nov. 11. Quicken Loans "negotiated the deal independently and doesn’t plan to hire a marketing agency to assist with activation." It is "already in conversations with Stewart-Haas Racing about marketing plans for 2012." Quicken Loans President Jay Farner said that he "expects the company to feature Newman in TV and radio advertising and develop a social media campaign that features special offers for fans" (SPORTSBUSINESS JOURNAL, 10/31 issue).
