Quicken Loans ups its Super Bowl marketing game

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Quicken Loans, which has a history of advertising its Rocket Mortgage digital application with high-profile Super Bowl promotions, is doubling down on its ties to the National Football League event.

The company has struck an exclusive multi-year deal with the NFL, making it the “official mortgage partner” of the league, it said in a press release on Tuesday. In addition, Quicken also is launching an online sweepstakes based on Super Bowl squares. The terms of the NFL deal were not disclosed.

Quicken Loans is seen as having ushered in the digital mortgage era with a Super Bowl commercial promoting Rocket Mortgage in 2016. In that commercial, a narrator asked, “What if we did for mortgages what the internet did for buying music, and plane tickets and shoes?”

Other sports tie-ins the Detroit-based company has used to promote itself over the years have included, for example, a college basketball tournament promotion with billionaire businessman Warren Buffett in 2014. (Quicken’s founder, Dan Gilbert, is the owner of the Cleveland Cavaliers basketball team, and the team’s arena is the Rocket Mortgage FieldHouse.) Quicken also has been a NASCAR sponsor.

In 2014, Buffett and Quicken agreed to pay out 40 annual installments of $25 million to anyone who submitted a bracket perfectly predicting the outcome of the competition. Buffett has continued to make different versions of this offer each year on his own. No one has submitted a perfect bracket to date.

Quicken will pay out at least $1 million through this year’s RocketMortgageSquares.com promotion. It will pay $500,000 each to two winners with randomly selected box scores that match the game’s halftime and final scores. It also will pay another $50,000 for each of up to 30 other scoring actions.

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Digital mortgages Digital marketing Mortgage technology Quicken Loans Warren Buffett