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Sports Business Journal issues
Volume 22 No. 44
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Endeavor Global Marketing wins Lowe’s NFL account

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’s largest corporate sponsors, including Anheuser-Busch InBev, Marriott and Visa, along with doing 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 television ads.

“Whenever the NFL has an event, there’s a need to build, so there’s no shortage of opportunities,” an industry source said.