The NFL today is unveiling its newest corporate sponsorship -- a multiyear pact with Lowe’s, making it the league’s official home improvement retail sponsor. Plans are for Lowe’s to support NFL marketing platforms year-round, including the NFL Combine, Draft, Kickoff and Salute to Service. Beginning next season, Lowe’s will be presenting sponsor of the Super Bowl Experience fan fest. Lowe’s will have some NFL pass-through rights for its suppliers. The deal also should provide a distribution channel for NFL licensees. Lowe’s already sells NFL-logoed key blanks, coolers and lanyards. Publicis Media Sports & Entertainment, along with Publicis-owned media agency Starcom, helped negotiate the deal for Lowe’s, and is also consulting on strategy and activation.
The NFL has been pursuing the home improvement category for the past several years. Rival home center The Home Depot was an NFL corporate sponsor 12 years ago. One of the intriguing facets of this deal will be Lowe’s launching the sponsorship while Super Bowl LIII is in The Home Depot’s home city of Atlanta. Lowe’s will be able to have limited activation and signage at the Super Bowl within Mercedes-Benz Stadium despite The Home Depot being a principal sponsor of the stadium.
