> Advice For Borrowers
Baseball And Mortgages: 'A Natural'
by Lew Sichelman
Except for motherhood and apple pie, nothing is as American as baseball and home ownership. "There's a natural synergy between the two," says Adam Bass, senior executive vice president and vice chairman of Ameriquest Mortgage Co., Irvine, Calif., which has signed a multi-year sponsorship agreement here last week with Major League Baseball. Under the deal, Ameriquest becomes the official mortgage company of the big leagues and the title sponsor of in-stadium balloting for the All-Star Game, which will be played July 13 at Minute Maid Park, the home of the Houston Astros. "Ameriquest belongs in baseball," Bass said. "Like baseball fans from all walks of life, we treasure the game as America's national pastime. We also appreciate that home ownership is the stake in the American dream of baseball fans and families across the country." Aligning advertising and marketing efforts with sports icons and celebrities is nothing new for the housing sector. Last month, for example, Wells Fargo said it will sponsor sailor Joe Harris and put him at the helm of the Wells Fargo-American Pioneer in this summer's Transat race, a brutal 3,000-mile single-handed sprint from Plymouth, England to Boston. And Century 21 signed up for its sixth consecutive year as the sponsor of the "Home Run Derby" that proceeds the All-Star contest. In addition, Lenders Direct Capital Corp., a newly formed company headquartered in Lake Forest, Calif., has signed hall-of-famer Reggie Jackson, known as Mr. October for his home run production for the New York Yankees during the World Series, as its main spokesman. Jackson's "rock-solid credibility, intelligence, and experience are assets to us as his new teammates, and that translates into a marketing and public relations bonanza for us," company president Michael McQuiggan said at the time. Baseballers Phil Rizutto and Jim Palmer and football's Dan Marino, among many others, also have acted as mouthpieces for mortgage and finance companies. And before them, comedian-actors Red Buttons and Jackie Gleason appeared on behalf of South Florida real estate developers. But Ameriquest seems to be taking the strategy to new heights. Indeed, the company's affiliation with the majors is part of an expanding sports-based marketing campaign for the company in an effort to build brand awareness and establish itself as a leader in the home loan market. Its subprime division, Argent Mortgage, sponsors professional golfer Jim Furyk, race car driver Danica Patrick and swimmer Michael Phelps, and has tie-ins with the Triple Crown and several college football bowl games. "Our goal is to partner with athletes who have demonstrated superior skills and leadership to mirror the customer service we provide," Bass said. "We believe these affiliations embrace those goals." The deal with baseball "is part of our expansion into becoming a full-service mortgage company," the Ameriquest executive said. The company also will be the title sponsor of the online balloting program for the All-Star Game via MLB.com and other online balloting. In addition, it will make a significant commitment to national broadcast rights holders over the course of the 2004 baseball season, and sponsor several individual teams and a spring training program with 15 teams in 2005. | 
