Mortgage industry turning to sports partnerships

by Donald Horne02 Sep 2015
Mortgage lenders and brokers are reaching out to an untapped client base at racetracks and hockey arenas through sponsorships and partnerships.

Earlier this week, Homeside Financial became a corporate partner of the NHL’s Columbus Blue Jackets, sponsoring an in-game promotion that could allow fans the chance to have their mortgage paid for one month or one year.

“We’re very happy to have Homeside Financial join our roster of team partners and activate in the mortgage category,” AJ Poole, Blue Jackets vice president of corporate development, told the Columbus Dispatch. “We look forward to showcasing our services to fans for a chance to win some mortgage relief.”

But mortgage companies aren’t limiting themselves to the ice when it comes to promotional partnerships.

Ditech Mortgage Corp significantly increased its partnership with Stewart-Haas Racing (SHR) for the 2015 NASCAR Sprint Cup Series season, including its associate sponsorship of Kevin Harvick and the No. 4 team to include a two-race primary sponsorship.  

“At Ditech, we’re all NASCAR fans,” said Patti Cook, president of DT Holdings, parent company of Ditech. “NASCAR is part of the fabric of America, and so is Ditech’s goal of securing home ownership for as many Americans as possible.”

The Homeside offer will provide one fan attending certain home games the chance to win a monthly mortgage payment if the Blue Jackets score a goal during a designated minute of the game.

At the end of the season, one contestant will participate in an on-ice contest for a chance to win one year’s worth of mortgage payments.


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