The NFL will approach Super Bowl week with a new heavyweight brand in the books, announcing a deal with Lowe’s Companies to serve as the Official Home Improvement Retail Sponsor of the league. The exclusive, multi-year sponsorship grants Lowe’s the ability to market and activate on a national and local level throughout the year, including at key events such as the Super Bowl, NFL Draft, NFL Combine, NFL Kickoff and in support of NFL Salute to Service. According to the announcement, as part of the sponsorship, Lowe’s will be able to provide unique NFL experiences for customers and associates both during the regular season and off-season, and will become the presenting sponsor of Super Bowl Experience beginning at Super Bowl LIV in 2020 in Miami.

“We’re proud to have Lowe’s join as an Official NFL Sponsor in the home improvement retail category,” said Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products. “We look forward to working with the team from Lowe’s and their network of more than 1,700 stores to connect with NFL fans in communities across the United States.”

“Many of us experience our biggest NFL moments at home with family and friends,” said Jocelyn Wong, Chief Marketing Officer at Lowe’s. “As an official sponsor of the NFL, we will build upon the NFL’s growing popularity and fans’ live viewing habits at home to deepen relationships with customers. Our partnership with the NFL will be a great source of pride for our more than 300,000 associates, who look forward to being able to share in their passion with fans.”