DETROIT, MI – One of the unique characteristics of title sponsorship is the propensity for the named event to generate interest and engagement of its own. Take for instance, Quick Lane’s sponsorship of the 2018 Quick Lane Bowl in Detroit, MI. As of 5:30 AM on 12/24/18, the Twitter handle for the Quick Lane Bowl (@quicklanebowl) had three times more Twitter followers than the Quick Lane Brand (@quicklane). Even more interesting is the fact that the bowl game’s Twitter following appears to have been amassed in a shorter period of time.
Whereas the Quick Lane brand page on Twitter was launched in November 2010, the bowl game’s Twitter profile was launched the same month that Quick Lane became known as title sponsor in August 2014. The lesson for any brand (whether large/small, global/local, re-imagined or newly launched) is that naming rights sponsorship works. The key is to activate brands and engage consumers alongside the people, places or things that they are already the most passionate about.
Quick Lane Bowl Fast Facts
Founded: August 7, 2013
Title Sponsor: Quick Lane Tire And Auto Center (a Ford Motor Company subsidiary) Kickoff: December 26, 2018 / 5:15 PM Eastern
Stadium: Ford Field in Detroit, Michigan
Playing Surface: FieldTurf
Matchup: Georgia Tech Yellow Jackets (7-5) vs. Minnesota Golden Gophers (6-6)
Television Network: ESPN
Ticket Prices: Available at Ticketmaster.com