Ameriquest Backs the National Pastime

Ameriquest Mortgage Co., Orange, Calif., has signed on to be the official mortgage company of Major League Baseball.The company, a leading home equity lender, will use the affiliation to help in its move into the mainstream mortgage market. Noting that baseball and homeownership are two of America's national pastimes, Senior Executive Vice President Adam Bass said "Ameriquest belongs in baseball." As part of the sponsorship agreement, the company will be the title sponsor of the All-Star Game's in-stadium balloting program as well as the online balloting program via MLB.com and other online balloting. It also will make a significant commitment to national broadcast rights holders over the course of the 2004 baseball season, sponsor several individual teams and a spring training program with 15 teams in 2005. The affiliation with baseball is part of an aggressive sports marketing campaign for Ameriquest. In an effort to build brand awareness, the company's nonprime affiliate, Argent Mortgage, sponsors golfer Jim Furyk, race car driver Danica Patrick and swimmer Michael Phelps, and has tie-ins with the Triple Crown.