Lowe's NFL Marketing Push Kicks Off in Home Depot's Backyard
- Chain becomes league sponsor after ending Nascar partnership
- This year’s Super Bowl is in Home Depot’s hometown of Atlanta
Photographer: Al Bello/Getty Images
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Lowe’s Cos., looking to gain an edge on Home Depot Inc., is teaming up with the National Football League in a sponsorship deal that kicks off in its competitor’s hometown.
The chain is now the league’s official home-improvement retail sponsor, capitalizing on the run-up to next month’s Super Bowl in Atlanta. Lowe’s will place billboards along the city’s highways and at the airport this week, and it’s taking over branding at one of the stadium gates during the game.