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Ford ups commitment to Detroit with college bowl sponsorship

Ford-owned automotive repair chain Quick Lane Tire & Auto Center has agreed a multi-year deal to become title sponsor of the annual college American football bowl game held at Ford Field in Detroit.

The Quick Lane Bowl will feature teams from the Big Ten Conference and Atlantic Coast Conference. This year’s game is scheduled for December 26 and will be shown across the US via sports broadcaster ESPN.

The agreement has been brokered by the Detroit Lions, who are only the second NFL team to host and operate a college football bowl game.

“With a national platform to showcase the city of Detroit as well as Southeast Michigan football tradition, it was important for us to partner with an organisation like Quick Lane who has a strong local and national presence,” Detroit Lions president Tom Lewand said.