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Volume 26 No. 178
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Endeavor Global Marketing To Handle Activation For Lowe's NFL Deal

Endeavor Global Marketing has triumphed in an agency shootout for one of the most sought-after sports marketing assignments of the year: marketing activation of Lowe’s new NFL corporate sponsorship. Sources said Endeavor’s win was from an original group of six or more agencies. Aiding Endeavor’s winning pitch was the fact that it already services some of the NFL largest corporate sponsors, including A-B InBev, Marriott and Visa; along with some work for the NFL itself. Lowe’s signed on as the NFL’s official home improvement retail sponsor earlier this year. The deal was supported early on by out-of-home ads in Atlanta during Super Bowl LIII. During the NFL Draft in Nashville in April, Lowe’s rolled out a multiplatform “Pro Ready” marketing campaign, including TV ads. An industry source said, “Whenever the NFL has an event, there’s a need to build, so there’s no shortage of opportunities."