Lowe’s Scores Massive Deal with the NFL

Lowe’s just made a major play by signing on as the official home-improvement retail sponsor for the NFL.

Lowe’s NFL sponsorship gives it the branding rights and opportunities to market at highly coveted events, including the Super Bowl, the NFL draft and the NFL Scouting Combine.

Lowe’s said it plans to capitalize on the deal by marketing and activating on both a national and local level at its more than 1,700 stores and beyond.

“There are great synergies between our customer base and the NFL fan base, and the passion they have for their homes and teams,” Lowe’s CMO Jocelyn Wong says. “The year-round partnership is highly relevant beyond the regular season and will provide more opportunities to reach, engage and celebrate two key customer audiences—the DIYer and the home improvement professional.”

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As part of the deal, Lowe’s said it will provide unique NFL experiences for customers and associates both during the regular season and off-season and it will become the presenting sponsor of Super Bowl Experience beginning at Super Bowl LIV in 2020 in Miami.

“We will build upon the NFL’s growing popularity and fans’ live viewing habits at home to deepen relationships with customers,” Wong says.

A new ad campaign, “Do it Right,” is grittier than past campaigns and designed to expand its customer base, specifically “heavy do-it-yourselfers” and home-improvement professionals, taking direct aim at Home Depot’s core customer, Business Insider reported.

“Our customers’, both DIYer and home improvement professional, desire to “Do it Right.” Our passion to help them is the centerpiece of the new integrated campaign we are launching in concert with,’ [the NFL sponsorship].  “The campaign features real Lowe’s associates at the top of their game serving customers, and reflects the authenticity of home improvement projects.”

Business Insider suggested that: “This strategy appears to be a direct appeal to Home Depot’s customer base. Home-improvement professionals tend to prefer shopping at Home Depot over Lowe’s, according to research by Wedbush Securities.”