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Ameriquest Inks Naming Rights Deal
PROMO, May 11 2004
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Major League Baseball's Texas Rangers and Ameriquest Mortgage Co. have announced a 30-year agreement establishing Ameriquest Field in Arlington as the new name for The Ballpark in Arlington. The 30-year deal is worth $75 million, according to published reports.
Denver-based The Bonham Group and Passage Events of Seattle facilitated the agreement. The Bonham Group is a national sports and entertainment marketing group. Passage Events is an event marketing services firm that specializes in consumer activation through lifestyle events such as fairs, shows and sporting events.
As part of the agreement, the Texas Rangers and Ameriquest will join together in an extensive community outreach initiative to underscore two important American fixtures -- baseball and homeownership -- throughout the Arlington community.
Highlighting the community initiatives will be the Ameriquest/Rangers Habitat for Humanity program. Each year Ameriquest and Rangers employees will join the Habitat for Humanity Council of North Central Texas to build three homes in Dallas-Fort Worth for qualified families.
Ameriquest will also be heavily involved in youth programs. For example, the Ameriquest Spotlight on Youth Baseball program will recognize area youth teams through visits to Rangers games and television features. In addition, the company will create a program to donate 10,000 Rangers tickets every year to disadvantaged youngsters.
The company will also have significant involvement in support of the Texas Rangers Baseball Foundation. Additionally, it will sponsor giveaway nights at Ameriquest Field in Arlington and be a part of the team's winter caravan.
The Rangers are the 15th MLB team with a naming rights agreement. Fifty-four different facilities that have Major League Baseball, NFL, NBA, and NHL teams as tenants have naming rights agreements.
Ameriquest last month signed a deal to become the official mortgage company of MLB and title sponsor of in-stadium and online MLB All-Star balloting.
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