Business

Lowe's announces major new deal with the NFL

Announcement comes months after cutting NASCAR ties

USA TODAY Sports

As part of its new agreement, Lowe’s will be able to advertise with the NFL during the regular season and offseason.
USA TODAY Sports As part of its new agreement, Lowe’s will be able to advertise with the NFL during the regular season and offseason.

Lowe’s has announced a new, multi-year sponsorship with the NFL.

The deal, announced Tuesday, comes as the Mooresville, N.C., home-improvement retailer seeks a competitive edge against its chief rival, Home Depot.

Lowe’s will kick off the partnership the week of the Super Bowl, set next month in Home Depot’s hometown of Atlanta.

Lowe’s Chief Marketing Officer Jocelyn Wong told the Observer the NFL deal is a way that Lowe’s is working to grow its professional customer base.

Professional customers, such as contractors, spend an average of five times as much as the typical do-it-yourself shopper, Lowe’s has said.

“The NFL partnership really is a natural extension of how we want to bring this (campaign) to market,” Wong said.

The agreement gives Lowe’s the ability to market and advertise during several high-profile NFL events, such as the Super Bowl and the NFL draft. Fans will notice billboards throughout Atlanta announcing the new partnership during the Super Bowl, for example, Wong said.

As part of the deal, Lowe’s will be able to advertise with the NFL during the regular season and offseason, and will become the presenting sponsor of the Super Bowl Experience, an interactive park for NFL fans, beginning at Super Bowl LIV in 2020 in Miami, Lowe’s said in a statement.

Terms of the agreement were not disclosed.

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The new Lowe’s-NFL deal comes almost a year after the retailer decided to end its longtime sponsorship deal with seven-time NASCAR champion Jimmie Johnson to “invest in other strategic initiatives.”

NASCAR has been struggling in recent years amid falling ticket sales, loss of sponsors and shrinking TV audiences. This month, the racecar governing body laid off dozens of workers nationwide, including in Charlotte.

Meanwhile, football remains Americans’ favorite sport to watch, according to a 2018 Gallup poll. Thirty-seven percent of U.S. adults say pro football is their favorite sport to watch, compared with just two percent who said auto racing was their preferred sport.

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