Lowe’s has announced a new sponsorship with the NFL.
The multi-year deal, announced Tuesday morning, comes as the Mooresville home-improvement retailer is looking to give itself a competitive edge against its chief rival, Home Depot. Lowe’s is kicking off the partnership the week of the Super Bowl, which takes place next month in Home Depot’s hometown, 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. Pro customers, such as contractors, spend an average of five times as much as the typical do-it-yourself shopper, Lowe’s has said.