Michigan-based FireKeepers Casino yesterday announced that it "will replace Quicken Loans" as the title sponsor of Michigan Int'l Speedway's June NASCAR Sprint Cup Series race, which now "will operate under" the name FireKeepers Casino 400, according to Benjamin Raven of MLIVE.com. Financial info "will not be released, but the contract is for three years." The Casino "has sponsored pole day the past two summers at MIS." Quicken Loans "had sponsored June's race since 2011, when it took over for Heluva Good! Sour Cream Dips" (MLIVE.com, 10/20). FireKeepers CEO Brian Decorah: "This is big. We are really excited about this one. When the opportunity came up for this, we went all in, we jumped at the opportunity. NASCAR and MIS draws people from all over the state and the country and FireKeepers does the same." In Michigan, Bill Broderick notes company execs "saw first-hand how well their brand fit with NASCAR fans so it was only natural to increase its involvement in the series." FireKeepers "has increased its footprint in local events, specifically the Symetra women's golf event in Battle Creek the last two summers." Joining NASCAR "takes that involvement to another level" (BATTLE CREEK ENQUIRER, 10/21).
