01/21/20: Lowe’s breaks down the Super Bowl plans for Miami



Tuesday January 21, 2020

With less than two weeks until the Super Bowl, Lowe’s is building its activation plans for the 49ers/Chiefs matchup with its Bring It Home campaign, literally constructing an interactive NFL-themed neighborhood with 32 custom built dwellings each representing the 32 NFL teams and titled Lowes Hometown. The interactive area in Miami will feature team logos and colors, characteristics of each team’s region, and fan traditions. Part of the Bring It Home campaign also includes Lowe’s partnering with Rebuilding Together alongside more than 200 volunteers from local organizations in a move to provide home repairs for nine families in Miami’s West Coconut Grove neighborhood. Cynopsis Sports asked Adam Jacobs, Director of Sports Marketing at Lowe’s, about the strategy.

Jacobs on the approach: As we conclude our first season as the Official Home Improvement Sponsor of the NFL, we knew we wanted to build something big. Inspired by the 32 NFL teams who try to bring home a championship each season, our Super Bowl campaign – “Bring It Home” was designed to let customers know that Lowe’s is the place to “Bring It Home” in time for Super Bowl LIV. Whether it’s new deck lights, updated paint, a new grill or cooler, or one of the 10,000 NFL-branded products sold on Lowes.com, Lowe’s is ready to help NFL fans turn their home into the ultimate viewing spot for the Super Bowl.

On its first Super Bowl in 2019: Just prior to last year’s Super Bowl in Atlanta, we announced our partnership with the NFL. The Super Bowl is more than a game between the league’s two best teams each season, but rather, it’s a celebration that includes all 32 NFL teams and their fans. With that in mind, our NFL strategy and Super Bowl LIV strategy is focused on connecting with and creating deeper connections with our customers and all NFL fans.

On Lowe’s sports activation strategy: Partnering with the NFL is a key element of our marketing evolution designed to expand our customer base and strengthen our connection with them. We hope fans in Miami will visit Lowe’s Hometown and take pride in their favorite team’s custom-built, highly-visual and interactive dwelling by sharing their experience with family and friends, extending the excitement from Miami to fans around the country. In the spirit of connecting with our customers and NFL fans, each dwelling features team logos, colors, characteristics of each team’s region and fan traditions all in one place within Super Bowl Experience, of which Lowe’s is the presenting sponsor. All fans can follow along using #LowesHometown. We’d like to thank vendors Chamberlain, Kobalt, Valspar, Trex, Leggett & Platt and Scott’s Miracle-Gro for helping to build Lowe’s Hometown.

On activation takeaways: There are great synergies between our customer base and the NFL fan base. By activating at the Super Bowl with our Bring It Home campaign and our signature experience, Lowe’s Hometown, we plan to tap into fan passion for their teams and their homes. We know that many fans experience the NFL’s biggest moments in the comforts of their own home with family and friends, so it’s our goal at Lowe’s to help our customers by making the at-home NFL experience even more enjoyable.

On partnering with Rebuilding Together: As a longtime partner of Rebuilding Together, Lowe’s is excited to celebrate our 14th year volunteering for Kickoff to Rebuild, an annual event held in conjunction with Super Bowl. We will partner alongside more than 200 volunteers comprised of community members, NFL players, Lowe’s associates and members of local organizations to provide critical home repairs for nine families in Miami’s vibrant West Coconut Grove neighborhood. NFL running back and Miami native Frank Gore will be helping in this year’s effort. Lowe’s and Rebuilding Together both look to address the importance of having a safe and healthy home, and we are committed to bringing attention to the importance of safe, affordable housing.


The NFL’s conference championships continued to hand CBS and FOX with heavyweight viewership. The AFC Championship Game in CBS delivered a 23.1/50 Nielsen fast national average household rating/share with an average of 41.105 million on the channel. Overall, The NFL on CBS’ 19-20 regular season and playoffs finished with the network’s best viewership in three years averaging 19.404 viewers, up 3% over last year.

Meanwhile the NFL Championship continued to deliver on FOX, FOX Deportes and streaming platforms, which saw the 49ers win over the Packers deliver 43,575,000 viewers combined. That marks FOX’s top telecast since the 2019 NFC Championship game.

In OOH numbers, Tunity Analytics had the number one program for the week as Clemson/LSU across ESPN, ESPN2, ESPN News, and ESPNU with an average OOH audience of 9,128,355. The number two program was the Tennessee Titans/Kansas City Chiefs on CBS with an average 7,339,429 OOH viewers while number three was Green Bay Packers/San Francisco 49ers on FOX with an average of 6,163,254 OOH viewers.

Meanwhile, the NFL and FOX Sports announced the lineup for the FOX Super Bowl LIV Pregame Show. Host Curt Menefee not only will be joined by Terry Bradshaw, Howie Long, Michael Strahan and Jimmy Johnson, with reports from FOX NFL insider Jay Glazer, in addition, starting at 2p, the show will feature performances by Pitbull, Dan + Shay, DJ Khaled, Demi Lovato and Yolanda Adams. Plus, FOX will have an exclusive sit-down interview with Jennifer Lopez and Shakira to preview the Pepsi Super Bowl Halftime Show.

Tennis Australia will integrate Universal Tennis’ proprietary UTR data and rankings into its daily coverage and global broadcast for the 2020 Australian Open. Tennis Australia will leverage Universal Tennis’ insights across all of its 2020 Australian Open programming to provide accurate, real-time analysis of all the action throughout the Grand Slam tournament. Features will include daily top tennis matchups, top player lists and integration into the World Feed.

ESPN added Zion Williamson’s expected regular-season debut to its national NBA schedule tomorrow, as the Pelicans host the Spurs at 9:30p in the second half of ESPN’s NBA doubleheader. As a result, ESPN will no longer televise the previously scheduled Nuggets/Rockets game. Hoop Streams will be live from Smoothie King Center beginning at 8:30p with host Cassidy Hubbarth, NBA analysts Kendrick Perkins and Chiney Ogwumike, and digital commentators Omar Raja and Christine Williamson, for a special one-hour edition of the show.

Last weekend saw ESPN deliver Saturday Primetime college basketball games live in native 4K resolution, launching an eight-week slate that will continue through March 7. In addition, Countdown to GameDay Live, sponsored by Travelocity, will serve as the pregame show to the pregame show. Each week, ESPN’s Rece Davis, Jason Fitz and Christine Williamson will join an array of ESPN college basketball analysts and reporters throughout the season. The show will premiere on Feb. 1 across Twitter, YouTube, Facebook, and the ESPN App.

UFC is beefing up its investment in original content for Facebook — where it boasts more than 26 million global followers — in a move to convert more mixed martial arts fans into premium pay-per-view buyers. Under the one-year deal between UFC and Facebook, the promoter is producing three original shows for Facebook Watch with all content tied to 20 UFC events (12 PPV and eight Fight Night events) over the next year and available for free at UFC’s Facebook page. The content rolled out last week ahead of UFC 246 with shows that included: “Quick Hits,” a live-streaming interview show hosted by Laura Sanko from the arena during the preliminary fights of UFC’s PPV and Fight Night events; “The Check-In Show,” an on-demand series with athletes or personalities about the upcoming weekend’s event or matchup; and “Fighter Commentary,” a show with UFC athletes providing commentary on their past fights while anticipating what might happen in their upcoming bout.

With more numbers in the books, ESPN is reporting that its studio presence in New Orleans (Jan. 10-13) reached 37,050,000 fans leading into the College Football Playoff National Championship with multiple shows seeing year-over-year audience increases. ESPN’s MegaCast production delivered a 14.3 rating, up 4% from last year’s game. Solely on ESPN, the game generated a 13.9 rating, up 5%. Meanwhile, ABC also aired the FCS Football Championship between No. 2 James Madison and No. 1 North Dakota State, which drew an average audience of 2,686,000, the best audience on record for an FCS Championship.

The results of the 2020 National Baseball Hall of Fame election will be announced exclusively on MLB Network and MLB.com today at 6p, as part of a four-hour announcement show, which begins at 3p. MLB Network’s program will feature National Baseball Hall of Fame President Tim Mead revealing the results, as voted by the Baseball Writers’ Association of America (BBWAA), plus the first interviews with the electees. Anchored by Greg Amsinger, Brian Kenny and Heidi Watney, MLB Network’s Hall of Fame election coverage will include analysis from 2018 Ford C. Frick Award winner Bob Costas, MLB Network analyst Harold Reynolds, MLB Network host Christopher “Mad Dog” Russo, Hall of Fame voters and MLB Network insiders Ken Rosenthal, Joel Sherman and Tom Verducci, 2004 J.G. Taylor Spink Award winner Peter Gammons and 2019 J.G. Taylor Spink Award winner Jayson Stark.

The upcoming Marquee Sports Network revealed the on-air talent roster for its debut season, announcing that play-by-play announcer Len Kasper and color analyst Jim Deshaies will continue in those roles calling the Cubs, joined by studio host Cole Wright and field reporter Taylor McGregor, along with personalities that will include Ryan Dempster, Mark DeRosa, Lou Piniella, Dan Plesac, Doug Glanville, Jason Hammel, Carlos Peña, Rick Sutcliffe, and Chris Myers during the season.

ACC Network will present 1186 To Omaha: 2015 Virginia Baseball, the story of the Virginia baseball team’s run to the 2015 College World Series title. The one-hour documentary will debut on Feb. 9 at 9p.

Have we got the group for you…
The Cynopsis Best Of The Best Awards Gala

We can’t wait to host the 2020 Cynopsis Best Of The Best Awards finalists and Rising Stars February 6th in NYC. In addition to the finalists leading the charge for innovation, we’re excited to announce our guest presenters: David Osmond (host of Wonderama), Angela Robinson (Actress in OWN’s The Have’s And The Have Not’s), Cody Harris and Booger Brown (stars of INSP’s The Cowboy Way), Matt Fraser (medium and host of E!’s Meet The Frasers), and Meg Stalter (Comedian and writer for National Lampoon’s Radio Hour).

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Catching up on Super Bowl activations:
· Volvo launched its Volvo Safety Sunday campaign on Monday, offering Super Bowl fans a chance to design and win their ideal Volvo car if a safety is scored during the big game. People can visit VolvoSafetySunday.com to build a vehicle; Volvo will award cars to winners from a pool of $1 million. Sweepstakes runs through February 2.
· Doritos dropped teaser videos on its social channels, with the first revealing Sam Elliott’s participation in this year’s Super Bowl promotion. Today sees part two, with the “Bassquake” video where fans can see Lil Nas X riding his stallion into “The Cool Ranch” on a saddle customized to blast music from its speakers while Billy Ray Cyrus joins in.

FOX Sports is promoting Super Monday, asking fans to request Feb. 3 off with a shot at winning one of five $10,000.

Super Bowl LIV weekend in Miami saw announcements for the 17th annual “Leather & Laces” Spectacular during the weekend on Friday, Jan. 31 along with the iHeart Radio “BIG GAME” extravaganza on Feb. 1. Both events will be held at the incredible SOHO STUDIOS in Miami and offer performances by Lil John and DJ Snoopadelic aka Snoop Dogg on Friday, with 50 Cent and Flo Rida on Saturday. The 2020 “Leather & Laces” Party is sponsored by Bacardi, Patron, Grey Goose and Graffigna.

Recuerdo Mezcal will bring their flagship Mezcals (with and without Gusano) to the US market, partnering with MMA and UFC fighter Jorge Masvidal. “We’re excited to offer US consumers the opportunity for a true taste of Oaxaca – every sip of Recuerdo Mezcal is as good as the last, no matter the bottle,” said Saul Moise, US Commercial Director of Recuerdo Mezcal. “And to partner with a Recuerdo Mezcal enthusiast such as Jorge Masvidal is the agave-worm at the bottom of the bottle (cherries are for Manhattans and sundaes!) – each ‘besito’, whether with the agave-worm or without, brings a unique flavor to the table.”


CONMEBOL agreed to a new partnership with Stats Perform to serve as its official data provider. The four-year deal will see Stats Perform exclusively collect and manage data from the top competitions in Latin America, including Copa CONMEBOL America, CONMEBOL Libertadores, CONMEBOL Sudamericana and CONMEBOL Recopa. Through the partnership, Stats Perform will work with CONMEBOL and their partners (including broadcast partner, MediaPro) to create unique experiences which inform and empower their audiences across traditional broadcast channels (including FOX Sports and Globo), OTT platforms (including DAZN and Facebook), digital media, brands, sponsors, fantasy games and more.

The NBA and National Basketball Players Association jointly announced that LeBron James and the Los Angeles Lakers secured the top spots on the NBA’s Most Popular Jersey and Team Merchandise lists for the second consecutive year. Results are based on NBAStore.com sales from October 2019 through December 2019. The Milwaukee Bucks’ Giannis Antetokounmpo ranked No. 2 on the player list followed by the Golden State Warriors’ Stephen Curry (No. 3), the Boston Celtics’ Jayson Tatum (No. 4) and the Houston Rockets’ James Harden (No. 5).


Among the festivities during Super Bowl weekend will see Twitch hosting a Twitch Rivals Fortnite tournament that will pit teams of Fortnite streamers and NFL athletes live in Miami. The Twitch Rivals Streamer Bowl will feature 16 different duos. Teams will be competing for a charity prize of $500,000, which Twitch will donate to a charity of the winners’ choosing. The competition will be live from the NFL Players Association party in Miami and streamed on Twitch on Jan. 30 at 5p with a pre-game show, with the action starting at 6p.

The NHL hosts the Chel Gaming Challenge during NHL All-Star Weekend with the pro-am event featuring players, athletes, content creators and esports luminaries competing in the NHL 20 video game as well as a slate of hockey-themed challenges. The event will take place on Jan. 25 and carried live on twitch.tv/nhl, with the hashtag #NHLGWC on social media. Hosted by Paul ‘BizNasty’ Bissonnette and Blues reporter Angella Sharpe, the Chel Gaming Challenge will drop the puck on Season Three of the NHL Gaming World Championship. NHL All-Star players Jack Eichel, Seth Jones, Matthew Tkachuk and Hilary Knight will headline the event with WWE Superstar Xavier Woods, Philadelphia Phillies pitcher Cole Irvin, Gaming Hall of Famer Johnathan ‘Fatal1ty’ Wendel and the NHL Gaming World Championship’s Andrew ‘Nasher’ Telfer.

Global esports organization Gen.G unveiled the team name, logo and social media channels for its new NBA 2K League squad, titled the Gen.G Tigers of Shanghai. In September, the NBA 2K League and Gen.G announced that the Tigers of Shanghai will be joining the league for the 2020 season, becoming the league’s first team outside of North America. As part of its continued effort to engage with a growing worldwide fan base, the NBA 2K League launched the league’s official Weibo channel in China.

Riot’s LCS and LEC are picking up China’s Huya as a broadcast distribution partner and will now showcase all four of Riot’s major leagues in China. Fans can find all of the LEC and LCS action on Huya when the Spring Split kicks off for Europe on Jan 24 and North America on Jan 25. “After our most successful LEC season yet, we’re looking forward to offering fans more of the kind of innovation and entertainment that our European League is known for,” said Alban Dechelotte, Head of Business Development and Sponsorships for EU Esports, Riot Games. “Our partnership with Huya means that it’s even easier for fans worldwide to follow the LEC teams and pros that captivated them at the World Championships.”

ESL is heading back to Birmingham, UK for the third straight year, lining up a ESL One Dota 2 event that will kick off on May 26. $300,000 will be on the line for the 12 teams in attendance, with the event also acting as the grand finale of the inaugural ESL Academy


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On This Day
In 1979: The Steelers beat the Cowboys in Super Bowl XIII.

In the Know
What was the name of Quebec’s NHL team? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Which NFL team was the first to sport a logo on their helmets? Answer: The Rams. Kudos: Michael Ritz-Northwestern Mutual/NY; Mike Seidel-CSI Sports/Jersey City; Synda Kollman-Charter Marketing Group/Boca Raton; Jason Brist-Outdoor Sportsman Group/Chicago; Andy Pittman-TAMU/College Station; Dave Sikula-San Francisco State University/San Francisco; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRA Credit Union/Burbank

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