SBD/November 9, 2012/Marketing and Sponsorship

Lowe's Renews Founding Level Sponsorship With Bobcats For Four More Years

The Bobcats have renewed their founding level sponsorship deal with Lowe’s. Financial terms of the four-year agreement were not disclosed, but Lowe’s will increase its involvement in the team’s educational community service efforts. “As we started our renewal discussions, our priorities have shifted,” said Lowe's Dir of Sports & Partnership Marketing Rick Coffee. “It is less about brand mentions and more about how we can provide a deeper level of engagement on the community level.” Lowe’s will keep the same level of in-arena advertising while scaling back external signage at Time Warner Cable Arena. The company also will buy an undisclosed number of lower-bowl tickets from the team. “We are swapping out our (upper bowl seats) for fewer, better seats,” Coffee said. Lowe’s has been a Bobcats founding level partner since the team's inception in '04. The team also counts Presbyterian Healthcare, Coca-Cola, Wells Fargo, and Time Warner as founding level partners. “Keeping the founding level partnership base is critical to our success,” said Bobcats President & COO Fred Whitfield. “The deal gives them a year-round presence (inside Time Warner Cable Arena). The other piece is connecting with the community. We will partner with them on an educational platform every year.”
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