SBD/Morning Buzz

Lowe's To Sponsor Almost 80 Schools In Broad College Deal

Home improvement retailer Lowe’s has agreed to a multiyear deal to sponsor nearly 80 universities in one of the largest college sponsorship deals ever signed, industry sources say. IMG College brokered the deal with Lowe’s, which will become the official home improvement store for all of the schools, as well as the title sponsor of homecoming at each school. IMG College is the multimedia rights holder for nearly 80 schools across the country. Additionally, Lowe’s will be the sponsor of each school’s mobile app.

The national deal is the first to go across all of IMG College’s schools. Previously, the broadest deal IMG College had closed was with UPS for 68 schools and close to $60M in annual fees and activation. Lowe’s annual spend was not certain, but industry sources believe it will be in the same ballpark as the UPS deal, making it one of the largest non-network TV sponsorships in college sports.
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