The new bowl will be used as a marketing opportunity by Quick Lane.
“We're hoping to continue to raise awareness among consumers for the fast service, value and convenience our Quick Lanes deliver,” said Frederiek Toney, a Ford vice president who also is president of Global Ford Customer Service Division, in a statement.
The bowl could provide up to $10 million worth of media exposure value for the Quick Lane Tire & Auto Centers, one local analyst said.
“In terms of national exposure for title sponsors of a bowl game held prior to New Years Day, those brands have averaged slightly more than $5 million of in-broadcast exposure,” said Eric Wright, president of research at Joyce Julius & Associates Inc. in Ann Arbor, Mich.
The firm calculates exposure by comparing the brand's visibility and number of mentions during the telecast to the ad rate charged for the game. He was speaking in general terms rather than specifically about the Quick Lane deal.
“Additionally, media coverage via highlight TV programs, print articles and Internet news stories, along with on-site sponsorship elements and promotions conducted by a bowl game, typically generate about another $4 million to $5 million for a bowl sponsor,” he said. “So, altogether, Christmas week bowl game title sponsors average around $10 million of exposure value.
“Generally speaking, the bulk of the media coverage, national TV highlight programming notwithstanding, occurs in the game's local market, as well as the local markets of the participating teams.”
The first Quick Lane opened in 1998, and Ford for several years has expanded the network across the country and into a few overseas markets.
The auto maker had 3,260 domestic Ford and Lincoln dealerships in 2013, so the Quick Lane chain has some ways to catch up.
Quick Lane stores offer routine vehicle maintenance and light repairs such as brake repairs and tire replacements on all vehicle makes and models.
Quick Lane, along with the Motorcraft-branded line of Ford original and replacement auto parts, sponsors the No. 21 Ford Fusion owned by Wood Brothers Racing in the NASCAR Sprint Cup Series.
While the Ford family owns the Lions, it doesn't own Ford Field. The football team operates it under a lease from the Detroit-Wayne County Stadium Authority.
The Lions got $50 million from Ford Motor Co. under a deal that had the automaker pay the money in three lump sums in 2002 to put the its name on Ford Field: $30 million in February 2002, $17.5 million in March 2002 and the balance in December 2002, according to SEC documents.
The new bowl will be handled by the Lions' in-house entertainment division, DLI Entertainment.
The Lions' sole majority owner is Martha Ford, who took over ownership after her husband, William Clay Ford Sr., died of pneumonia March 9 at age 88. He bought the controlling interest in the team for $4.5 million in November 1963, and assumed majority ownership in January 1964.
Their son, Ford Motor Co. Executive Chairman William Clay Ford Jr., is the Lions' chairman. He is one of the automaker's largest individual shareholders.
The Quick Lane Bowl replaces the Pizza Bowl on the NCAA's bowl schedule.
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Bill Shea is a reporter at Crain's Detroit Business, a sister publication of Tire Business. He can be reached at [email protected].
