News & Media

Quicken Loans to sponsor Newman's No. 39

November 01, 2011, Joe Menzer,

KANNAPOLIS, N.C. -- New to NASCAR, company enters partnership with Stewart-Haas Racing

Jay Farner, president and chief marketing officer of Quicken Loans, was out trick-or-treating with his three children Sunday night when he received a phone call.

"We won! We won!" an associate shouted into Farner's ear.

"The communication, the honest and open dialogue we had, and the professionalism displayed by this team in particular led us to where we are today."


At first Farner did a double-take. He wasn't sure what his co-worker was talking about. Then he remembered: Quicken Loans just entered into a partnership with Stewart-Haas Racing -- so when SHR owner-driver Tony Stewart wins as he did Sunday when he captured the Tums 500 at Martinsville Speedway, so does Farner's company.

The partnership became official Tuesday with a lunchtime announcement at SHR's Kannapolis headquarters, where details of the arrangement were laid out. Quicken Loans will serve as the primary sponsor on SHR driver Ryan Newman's No. 39 Chevrolet for nine races in 2012. The sponsor also will be displayed prominently on Newman's car this weekend at Texas Motor Speedway, where the car will carry a special paint scheme to help promote the Quicken Loans Carrier Classic, the NCAA Division I men's basketball season opener between top-ranked North Carolina and Michigan State that will be played on the flight deck of the U.S.S. Carl Vinson aircraft carrier on Veterans Day, Nov. 11.

In addition, Quicken Loans will be an associate sponsor on Newman's car throughout 2012 when not serving as primary sponsor, and also will be an associate sponsor on Stewart's No. 14 Chevrolet throughout the 2012 season.

Stewart, whose Sunday win was his third in seven Chase for the Sprint Cup races, said he was pleased to bring a new sponsor into NASCAR.

"It's an honor to be able to do that," Stewart said. "Going up to visit their offices in Detroit, it didn't take long to realize this would be the perfect fit for both of us. We're very proud and excited to have them on Ryan's car."

Farner said that he chose SHR after meeting with "three or four" other teams in NASCAR as well as with other entities outside the sport where he could have placed the considerable sponsorship dollars of Quicken Loans.

"We did a lot of research to determine if we should do a sponsorship -- and if we did, if we should we do it with NASCAR. Once we decided that, we had to decide who we would do it with within NASCAR," Farner said. "The communication, the honest and open dialogue we had, and the professionalism displayed by this team in particular led us to where we are today."

Farner said partnering with the U.S. Army, which also is a sponsor for Newman's car, was important to Quicken Loans, which specializes in working with veterans and active military service members on home mortgage financing. He added that it was important for his company to align with a team that runs cars such as Chevrolets, an automobile manufacturer that also makes its home headquarters in Detroit.

And even though the deal was months in the making, both Stewart and Farner admitted that Stewart's recent run of wins on the race track didn't hurt negotiations. Stewart heads into the final three Chase races second in the points standings, only eight points behind leader Carl Edwards as Stewart pursues his third Cup championship.

"I don't think it's any secret that the more you win, the better you serve your partners and sponsors. That gives them the exposure they're looking for that helps them run their businesses better," Stewart said. "It's a performance-based industry all the way around. Whether you're on the car ownership side or the driver side, it's very important to win races to get your partners that exposure."

Farner added: "We're pumped. What a great time to come on board. Tony's track record speaks for itself. He's a winner on the track and off the track."