Quicken Loans To Sponsor NFL, Will Activate Around Super Bowl

Quicken Loans has signed a multiyear NFL sponsorship for its Rocket Mortgage brand in an effort to seek greater brand awareness and preference. The move comes just in time for marketing activation during the NFL Playoffs and Super Bowl. To support its new designation as the NFL’s first official mortgage sponsor, Rocket Mortgage is immediately launching a national Super Bowl “squares” game, in which consumers “owning” a box with a particular score are eligible to win $50,000 each time the score changes. Two “lucky square” holders will win $500,000 each toward the mortgage on their dream home.

Marketing support will include digital, social and TV ads. A Super Bowl spot seems likely, as Rocket Mortgage advertised during the game in ‘16 and ‘18. Pro Football HOFer Barry Sanders will serve as spokesperson for the program.

For more, see today’s issue of THE DAILY.