Lowe’s scores touchdown in big NFL deal
It’s a first and 10 for Lowe’s, which is taking over as the National Football League’s official home improvement sponsor.
The exclusive, multi-year partnership grants Lowe’s the ability to market and promote itself on a national and local level throughout the year, including at key events such as the Super Bowl, NFL Draft, NFL Combine, NFL Kickoff and in support of NFL Salute to Service.
Financial details of the deal were not disclosed.
“We’re proud to have Lowe’s join as an Official NFL Sponsor in the home improvement retail category,” said Renie Anderson, senior VP, NFL Partnerships, Sponsorship and Consumer Products. “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.”
In its new marketing role, Lowe’s follows chief rival The Home Depot, which inked a similar deal with the NFL in 2007. That sponsorship ran through 2009. Lowe’s takes over the home improvement sponsorship as the football world turns its attention to the Feb. 3 Super Bowl in Atlanta, Home Depot’s front yard.
The partnership will provide more opportunities to reach, engage and celebrate with Lowe’s associates and customers. As part of the sponsorship, Lowe’s will be able to provide unique NFL experiences for customers and associates both during the regular season and off-season, and will become the presenting sponsor of Super Bowl Experience beginning at Super Bowl LIV in 2020 in Miami.
Lowe’s Chief Marketing Officer Jocelyn Wong explained the benefit of sponsorship this way:
“Many of us experience our biggest NFL moments at home with family and friends,” said Wong. “As an official sponsor of the NFL, we will build upon the NFL’s growing popularity and fans’ live viewing habits at home to deepen relationships with customers. 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.”
While the size of the Lowe’s marketing investment is under wraps, the price tag of other NFL sponsorships have appeared in various media reports. For instance, one 30-second Super Bowl commercial is reported to sell for about $5 million. Microsoft reportedly made a $400 million dollar investment to become “The Official Sideline Technology Sponsor of the NFL.” And according to a 2014 report in The Street, Anheuser-Busch InBev paid about $1 billion to become the NFL’s official beer sponsor.
The exclusive, multi-year partnership grants Lowe’s the ability to market and promote itself on a national and local level throughout the year, including at key events such as the Super Bowl, NFL Draft, NFL Combine, NFL Kickoff and in support of NFL Salute to Service.
Financial details of the deal were not disclosed.
“We’re proud to have Lowe’s join as an Official NFL Sponsor in the home improvement retail category,” said Renie Anderson, senior VP, NFL Partnerships, Sponsorship and Consumer Products. “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.”
In its new marketing role, Lowe’s follows chief rival The Home Depot, which inked a similar deal with the NFL in 2007. That sponsorship ran through 2009. Lowe’s takes over the home improvement sponsorship as the football world turns its attention to the Feb. 3 Super Bowl in Atlanta, Home Depot’s front yard.
The partnership will provide more opportunities to reach, engage and celebrate with Lowe’s associates and customers. As part of the sponsorship, Lowe’s will be able to provide unique NFL experiences for customers and associates both during the regular season and off-season, and will become the presenting sponsor of Super Bowl Experience beginning at Super Bowl LIV in 2020 in Miami.
Lowe’s Chief Marketing Officer Jocelyn Wong explained the benefit of sponsorship this way:
“Many of us experience our biggest NFL moments at home with family and friends,” said Wong. “As an official sponsor of the NFL, we will build upon the NFL’s growing popularity and fans’ live viewing habits at home to deepen relationships with customers. 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.”
While the size of the Lowe’s marketing investment is under wraps, the price tag of other NFL sponsorships have appeared in various media reports. For instance, one 30-second Super Bowl commercial is reported to sell for about $5 million. Microsoft reportedly made a $400 million dollar investment to become “The Official Sideline Technology Sponsor of the NFL.” And according to a 2014 report in The Street, Anheuser-Busch InBev paid about $1 billion to become the NFL’s official beer sponsor.