DETROIT (Aug. 26, 2014) — The new college football bowl game at Detroit's Ford Field this December will be called the Quick Lane Bowl, named after Ford Motor Co.'s chain of more than 700 auto service outlets at Ford and Lincoln dealerships throughout the U.S. and Canada.
Members of the Ford family also own the Lions, organizers of the bowl. Financial terms of the multiyear title sponsorship were not disclosed.
The team and company officials announced the deal at a Ford Field press conference this morning, which ended a year of speculation about who the bowl's title sponsor would be.
The game will air at 4:30 p.m. Dec. 26 on ESPN.
The Lions announced in July 2013 that they'll host a new bowl matching Big Ten Conference and Atlantic Coast Conference teams at 64,500-seat Ford Field under six-year deals that begin this year. Rather than an automatic tie-in based on conference finish, the participating bowl teams will be selected by the conferences and the bowl staff at the end of the season.
“With a national platform to showcase the city of Detroit as well as Southeast Michigan football tradition, it was important for us to partner with an organization like Quick Lane who has a strong local and national presence,” Lions President Tom Lewand said in a statement. “We look forward to collaborating to institute a great bowl game tradition at Ford Field for years to come.”
The new game supplants the Little Caesars Pizza Bowl, which will not be played this year. That game, which leased Ford Field, had previously been called the Motor City Bowl when it launched in 1997 at the Pontiac Silverdome.