Ford in '16 extended its sponsorship of the Quick Lane Bowl for another three years to cover the '17-19 seasonsGETTY IMAGES
Ford spent $662,000 in '17 activating its sponsorship of the Quick Lane Bowl, according to a Proxy Statement filed recently by the company with the Securities and Exchange Commission. In '14, Ford entered into a three-year deal to title sponsor the game, which is played at Ford Field. The Ford family owns the Lions and in '02 paid $50M for the naming rights to Ford Field through the '26 NFL season. Ford owns the Quick Lane Tire & Auto Center brand and in '16, the company extended its sponsorship of the bowl game for another three years to cover the '17-19 seasons. Also according to the SEC filing, the company since '05 has provided the Lions “at no cost, eight new vehicles manufactured by Ford in North America for use by the management and staff of Ford Field and the Lions and to replace such vehicles in each second successive year.” The cost incurred by Ford last year for that activation was $24,618 (David Broughton, Research Director).
DEFENDING THE ALAMO: In San Antonio, W. Scott Bailey reported Valero has "extended its title sponsorship" of the Alamo Bowl through '25. Valero "became title sponsor" in '07. With Valero’s new extension, the Alamo Bowl "now has deals in place with ESPN, the Pac 12 and Big 12 conferences, and its title sponsor" through '25. Financial terms of the extension "were not disclosed" (BIZJOURNALS.com, 4/5).
