SBD/August 27, 2014/Marketing and Sponsorship

Quick Lane Tire & Auto Centers To Sponsor Ford Field's New College Bowl Game

The Lions yesterday announced a multiyear deal with Michigan-based Quick Lane Tire & Auto Center to serve as the title sponsor for the new college football bowl game at Ford Field. This year's game, which pits the ACC against the Big Ten, takes place Dec. 26 at 4:30pm ET. The Lions join the Texans as the only two NFL teams to host and operate a bowl game (Lions). In Detroit, Bill Shea noted Quick Lane includes "more than 700 auto service outlets created by Ford Motor Co. for its Ford and Lincoln dealerships." Financial terms of the deal were not disclosed. A source said that Quicken Loans "was interested in being the bowl’s title sponsor, but a deal couldn’t be worked out." The new game "supplants the Little Caesars Pizza Bowl, which will not be played this year." That game, which leased Ford Field, "previously had been called the Motor City Bowl" when it launched in '97 at the Pontiac Silverdome. Quick Lane will "use the new bowl as a marketing opportunity." Ford VP & President of Global Ford Customer Service Frederiek Toney said, "We’re hoping to continue to raise awareness among consumers for the fast service, value and convenience our Quick Lanes deliver" (, 8/26). Learn more about the Quick Lane Bowl at Resource Guide LIVE.

SON OF A SON OF A SAILOR: Popeyes Louisiana Chicken yesterday announced it will title sponsor for the new bowl game debuting this year in the Bahamas. The Popeyes Bahamas Bowl, which will be played Dec. 24 in Nassau, features Conference USA and MAC teams and will be televised on ESPN. This marks the first time the QSR has sponsored a bowl game (Popeyes).
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