Detroit-based mortgage lender Quicken Loans Inc. is “betting big” on the city by entering into a multiyear partnership with the Detroit Lions football team.
Starting on Sept. 8 when the Lions play the Minnesota Vikings, there will be an entire new section of "Quicken Loans Dream Seats" at the stadium located above Section 100/141. An additional “Dream Seats” section will be located in the first row above the player’s tunnel.
The new seating section and several other branding elements are all part of the lender’s creative effort to attract some attention from the fans and business partners and maybe generate some positive feedback for a city long in the news for its dilapidated real estate and bankruptcy issues.
So far Quicken Loans has been successful at winning the No. 1 residential mortgage lender in the United States in customer satisfaction rating by J.D. Power and Associates in 2010, 2011 and 2012.
Dream seats will be available to team members and business partners of the Quicken Loans family of companies.
According to executives, the “Dream Seat” section, which features 62 overstuffed black leather recliners embroidered with the Quicken Loans logo that have large high definition LCD televisions where fans can screen scores from other games and watch replays, is “the only of its kind in the National Football League.”
Quicken Loans is “betting big on Detroit," said president and chief marketing officer Jay Farner. "But we didn't just want to do something conventional, we wanted to create a strong lasting relationship, while also rewarding our hard-working team members.”
Quicken Loans will serve as the official mortgage lender of the Detroit Lions and will have marketing benefits including multiple advertisements located throughout the field and the option to post a large outdoor banner alongside the team's parking structure facing Interstate 375 that greets fans as they enter downtown Detroit.
In addition, each time Detroit Lions head coach Jim Schwartz or a Lions player appears in front of the media they will have Quicken Loans logos on the backdrop and microphone.