Quote:
ARLINGTON -- The Texas Rangers Baseball Club today announced that its home field will be renamed Rangers Ballpark in Arlington. The renaming of the Ballpark, which since 2004 has been known as Ameriquest Field, follows an agreement with Ameriquest Mortgage Company to return the naming rights to the team.
"I am thrilled that fans entering our home field will see a team playing with high hopes in a stadium bearing the team's name," said Rangers owner Tom Hicks. "I have asked for an immediate overhaul of the signage and other products at the Ballpark."
The Rangers first proposed to Ameriquest last year to end the naming agreement and related corporate affiliation. Rangers President Jeff Cogen said the team wanted to reclaim the naming rights as part of an overall branding campaign.
"There have been many changes in the Arlington environment in recent years," said Cogen. "We approached Ameriquest because we wanted to incorporate the Ballpark into our overall branding strategy. With Glorypark now a reality, and with Cowboys Stadium opening in 2009, we intend to actively market Rangers Ballpark in Arlington as one of the finest places in the world to see Major League Baseball."
Cogen said the team will immediately begin remarketing the prime promotions and advertising opportunities made available by Ameriquest's agreement to return the name.
"Our relationship with the Texas Rangers has been extremely positive over the last few years," said Adam Bass, vice chairman of Ameriquest. "The Rangers Ballpark in Arlington is a first-class facility, and we are pleased the Ballpark will now bear the name of the team that calls it home."
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That sure was a quick change. It isn't much but the Rangers have always been about their own "brand" as they like to speak so it doesn't surprise me they got out of the deal.
Ameriquest Field No Longer.
Ameriquest Field No Longer.
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