Ameriquest Backs Rolling Stones Tour

LOS ANGELES Ameriquest, one of the nation’s largest mortgage lenders, has signed an agreement with the Rolling Stones, making Ameriquest the presenting sponsor of the U.S. leg of the legendary rock band’s upcoming world tour.

Ameriquest will play off its position as “Proud sponsor of the American dream” with an integrated promotional campaign that will feature Rolling Stones-themed TV spots, direct mail and Web content including free music downloads and a national consumer sweepstakes.

The client spent $125 million on ads last year, per Nielsen Monitor-Plus. Omnicom Group’s DDB in Los Angeles handles the Irvine, Calif.-based account.

The tour will include more than 35 dates in the U.S., from Aug. 21 in Boston’s Fenway Park through Feb. 4, 2006, in Miami at the American Airlines Center. This will be Ameriquest’s first sponsorship of a major concert tour. Financial terms were not released.

“In today’s saturated marketplace, the Rolling Stones break through the clutter to reach fans in a way that few iconic brands can,” Brian Woods, Ameriquest CMO, said in a statement. “Being the presenting sponsor of this tour allows Ameriquest the opportunity to reach those fans by fulfilling their dream to see the Stones on stage live.”

—Brandweek staff report