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Lowe’s touches down with CFL deal

Home improvement retailer Lowe’s has reached an agreement to become an exclusive national partner of the Canadian Football League.

Under the terms of the deal, Lowe’s earns the designation of official home improvement retailer of the American football league in a deal that covers all 2013 semi-final and divisional championship games, along with the 101st Grey Cup championship game.

The partnership entitles Lowe’s to use CFL and Grey Cup logos, along with the collective use of the names and logos of each of the CFL member clubs.

Additionally, Lowe’s stands to benefit from an on-field and in-stadium branding presence throughout the CFL.

The CFL’s showpiece Grey Cup game will be held on November 24 in Regina this year and Lowe’s is giving customers the chance to win a VIP trip for two to the match through its “Build Up to the Cup” sweepstake.