Lowe’s secures NFL sponsorship deal ahead of Super Bowl LIII

Ahead of Super Bowl LIII, Lowe’s has signed a multi-year deal to become the NFL’s official home-improvement retail sponsor a category that had been vacant since Home Depot ended its partnership a decade ago.

The retailer will have branding at the Super Bowl venue Mercedes-Benz Stadium on February 3 and will place billboards across the host city Atlanta – the home of its principal rival Home Depot – during Super Bowl week. Terms of the deal were not disclosed.

“We’re obviously super excited about the partnership, and I’m not going to lie, we’ve got a competitive spirit as well,” said Jocelyn Wong, chief marketing officer at Lowe’s. “So it was opportunistic, I would say, that the Super Bowl was in Atlanta, and we wanted to absolutely leverage this deal.”

The deal grants Lowe’s the ability to market and activate at high-profile events such as the Super Bowl, NFL Draft, NFL Combine, NFL Kickoff and in support of the NFL’s Salute to Service.

The company will also become the Presenting Sponsor of Super Bowl Experience, beginning at Super Bowl LIV in 2020 in Miami.

Last year, Lowe’s ended its sponsorship of seven-time Nascar driver Jimmie Johnson “to invest in other strategic initiatives”.