Rocket extends Lions deal for five years

The big picture: The deal gives Rocket a range of sponsorship rights, including advertising at Ford Field, jointly produced content and branding behind Lions news conferences.

• Rocket declined to disclose the value of the five-year extension.

Zoom in: Rocket's brand will also be integrated into the Lions' third-down defense at Ford Field this season through its Third Down Town program.

• Every time the Lions make a third-down stop at home, Rocket will donate at least $300 to Humble Design Detroit, a homelessness support nonprofit.

The backstory: Rocket, the Detroit-based homeownership company, has sponsored the Lions since 2013, when it was still known as Quicken Loans. The latest iteration follows Rocket's acquisitions of Redfin and Mr. Cooper, which expanded its reach beyond mortgages into home search and loan servicing.

What they're saying: "A lot of it would be focused on logo placement," Doug Buser, Rocket VP of sports and entertainment, said of the previous approach. "The evolution of that is a lot more content. We'll be creating content together."

The bottom line: Rocket will measure the partnership partly by whether Lions fans increasingly see it as a brand they'd recommend, rather than simply whether they recognize its name, Buser tells Axios.