SBD/March 9, 2012/Marketing and Sponsorship

Quicken Loans Debuting First NASCAR-Themed Ad During Sunday's Cup Broadcast

Quicken Loans Sunday during Fox' broadcast of the NASCAR Sprint Cup Kobalt Tools 400 will debut a new ad featuring Stewart-Haas Racing's Ryan Newman promoting a fan sweepstakes that allows one fan to be the "boss of Stewart-Haas for a day," according to Nate Ryan. Quicken Loans signed a deal with SHR to serve as the "primary sponsor in nine Cup race" for Newman's No. 39 Chevy "in addition to being a full-season associate sponsor," and the agreement is “among the biggest this season for sponsors that are new to NASCAR's premier series.” Many longtime primary sponsors have “decreased investment in recent seasons.” However, Quicken Loans President & CMO Jay Farner said that the company was “enticed by research proving the brand loyalty of NASCAR fans.” Ryan notes Stewart-Haas' sponsorship with the U.S. Army also was “a hook for the mortgage lender, which counts more than 11,000 active and retired military clients and sponsored the Carrier Classic college basketball game in November.” Farner said, “The fans understand it's more than just a sport and want to support the sponsors, and Stewart-Haas was very aware of how to make the sponsorship work that you didn't get in other sports" (USA TODAY, 3/9).
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