Quick Lane Tire & Auto has reached an agreement with NFL American football franchise the Detroit Lions to continue its title sponsorship of the annual college bowl game at Ford Field, the team’s home stadium.
The three-year renewal grants Quick Lane naming rights to the game, which is owned, hosted and operated by the Lions, through to 2019.
Financial terms of the new agreement were not disclosed. According to the Crain’s Detroit Business website, the two parties’ previous three-year deal, which was struck in 2014, was worth $1.8m (€1.7m) over three years.
This year’s third edition of the Quick Lane Bowl takes place on December 26 at Ford Field and will be contested by the University of Maryland and Boston College.
The 2015 game ended in a 21-14 victory for the University of Minnesota Gophers over the Central Michigan University Chippewas.
The Detroit Lions are the only NFL team to own, host and operate a college football bowl game.