Lowe’s teams with Live Nation to provide concert perks to loyalty members
Lowe’s Companies Inc. is partnering with a leading live entertainment company to provide exclusive live music experiences as a loyalty perk.
The home improvement giant is offering members of its MyLowe's Rewards and MyLowe’s Pro Rewards loyalty programs exclusive concert perks throughout the summer concert season via a new collaboration with Live Nation.
Perks include discounted kids tickets with purchase of an adult lawn ticket, complimentary lawn chair rentals at select shows for the first 50 eligible members and sweepstakes for a chance to win free tickets all year long.
The partnership also makes Lowe's the first presenting partner of a new amphitheater tailgate experience Live Nation is introducing at select venues this summer, offering live entertainment, food and beverage offerings and programming from select Lowe's vendor partners, with specific experiences tailored by venue at North Island Credit Union Amphitheatre, Ruoff Music Center and Jiffy Lube Live. Tailgates begin when general parking lots open, with space available on a first-come, first-served basis.
"Music is one of the things that brings people together — families, friends and entire communities — and we love being part of the moments people look forward to all year long," said Jen Wilson, Lowe's senior VP and chief marketing officer. "Through this partnership, we're leveraging live music to reach new and younger audiences while giving our existing members exclusive perks that make these experiences even more rewarding. It's all about helping families make the most of a night out and rewarding loyalty by showing up in meaningful ways beyond the home."
MyLowe's Rewards and MyLowe's Pro Rewards members can have access to these benefits starting summer 2026 at participating amphitheaters, with additional perks to come throughout the year.
Lowe’s also recently continued its established promotional relationship with pro soccer legend Lionel Messi in a World Cup-themed promotion for MyLowe's Rewards and MyLowe's Pro Rewards members that includes exclusive content and Messi giveaways, as well as early access to Messi-themed merchandise.
[READ MORE: Lowe’s new promo with soccer great includes social, rewards, inflatables]
Lowe’s also recently issued an American Express card specifically for pro loyalty members
"When fans come out to a show, they want the whole night to feel special," said Russell Wallach, global president, media & sponsorship at Live Nation. "Jen and the Lowe's team really understood that from the start. We saw an opportunity to build around the moments fans already love during the summer and create more ways for people to spend time together before the music even starts through our new tailgate spaces presented by Lowe's."
Based in Mooresville, N.C., Lowe's Companies Inc. operates more than 1,700 home improvement stores, 530 branches and 130 distribution centers.
