Lowe’s Nabs NFL Sponsorship

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Lowe’s Nabs NFL Sponsorship

By Charlie Menchaca - 01/24/2019
Lowe's NFL Facebook update

Lowe's is amping up its visibility by becoming the official home improvement retail sponsor of the National Football League.

The exclusive, multiyear sponsorship deal grants the retailer the ability to market and activate on a national and local level throughout the year, including at key events such as the:

  • Super Bowl
  • NFL Draft
  • NFL Scouting Combine
  • NFL Kickoff (prior to the opening game of the season)

Lowe's also will support the NFL's Salute to Service military appreciation campaign. Lowe's plugged the news on Tuesday with updates on its Facebook and Twitter accounts.

As part of the sponsorship, Lowe's will be able to provide unique NFL experiences for its employees and shoppers during the regular NFL season and off-season. In addition, the retailer will become the presenting sponsor of Super Bowl Experience beginning with the 2020 Super Bowl in Miami next year.

"As an official sponsor of the NFL, we will build upon the [league's] growing popularity and fans' live viewing habits at home to deepen relationships with customers," Lowe's chief marketing officer Jocelyn Wong said in a media release. "Our partnership with the NFL will be a great source of pride for our more than 300,000 associates, who look forward to being able to share in their passion with fans."

Channel rival The Home Depot had a similar deal with the NFL for two years beginning in 2007. Lowe's has consistently run TV spots during various sporting events, including NFL games, the National Collegiate Athletic Association's March Madness basketball tournament and college football games. The retailer has had a partnership with the NCAA and was previously the primary NASCAR sponsor of Hendrick Motorsports, but it parted ways with the racing organization last year.

"We look forward to working with the team from Lowe's and their network of more than 1,700 stores to connect with NFL fans in communities across the United States," said Renie Anderson, senior vice president, NFL partnerships, sponsorship and consumer products, in the release.

About the Author

Charlie Menchaca

Charlie Menchaca

Charlie Menchaca is Managing Editor at the Path to Purchase Institute.  Read More

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