Lowe’s kicks off NFL deal in the biggest game of all
Home Depot may be the biggest name in home improvement, but Lowe’s is hoping to change that by partnering with the biggest name in professional sports. With Super Bowl LIII on the way, Lowe’s is looking to turn National Football League fans into customers.
Lowe’s has inked a new deal that sets up the home improvement chain to advertise in conjunction with the NFL during both the football season and the off-season, according to the Charlotte Observer. During this year’s Super Bowl, the chain is planning co-branded billboards in the Atlanta area — the city where the event is being held (and, coincidentally, where Lowe’s main rival, Home Depot, is headquartered).
The deal comes about a year after Lowe’s ended its long-time sponsorship relationship with NASCAR racer Jimmie Johnson. Lowe’s and the NFL are also looking ahead to next year’s event. The NFL has announced the chain as the presenting sponsor for its interactive park, the Super Bowl Experience, which will debut in Miami at the 2020 Super Bowl. Lowe’s hopes that the new relationship will get its name in front of more home improvement professionals, such as contractors, which are a more lucrative audience than DIYers.
Betting on a bigger sport than NASCAR could work in Lowe’s favor, but while football remains the most popular sport in the U.S., some like Forbes Contributor Jonathan Berr anticipate a further drop in viewership in the 2018-2019 season. Mr. Berr cites negative publicity regarding issues like concussions as well as a decline in overall traditional viewership (albeit relative to its massive popularity).
For Lowe’s part, this new promotional relationship is the latest in a series of changes introduced since former J.C. Penney CEO Marvin Ellison took on the same role of the home improvement retailer.
Lowe’s recently introduced a new tagline — “Do It Right For Less” — as part of a rebranding effort. Mr. Ellison closed Orchard Hardware Supply last year and also made some significant changes to Lowe’s organizational structure, including the elimination of some upper-management and c-suite roles.
- Lowe’s announces major new deal with the NFL months after cutting NASCAR ties – Charlotte Observer
- Is Lowe’s doing it right with its new tagline? – RetailWire
- The NFL’s Ratings Probably Will Continue To Decline – Forbes
DISCUSSION QUESTIONS: How will Lowe’s sponsorship of the NFL affect the public’s perception of its brand? Will Lowe’s promotional relationship with the NFL help it attract more home improvement professionals as customers?