They're an NFL Partner. But do they take enough credit for it?
The Super Bowl is on Sunday, so we’re all seeing Big Game promotions, Big Game recipes, and ideas for Big Game get-togethers. The NFL takes measures to protect its trademark. So, when you’re an official NFL partner, you better be shouting Super Bowl from every piece of owned media you’ve got.
But it’s a tricky situation for a retailer. Lowe’s wants to maximize their NFL partnership, but the NFL partnership is ONLY with Lowe’s and doesn’t halo to most brands in store. Lowe’s maximizes their NFL partnership with events and promotions like the “Lowe’s Super Bowl LVIII Deal Days.” With this event, Lowe’s highlights specific products to make them seem part of the big game. For example, the treasure of a cleaning promotion I found last week at Home Depot is included in “Lowe’s Super Bowl LVIII Deal Days.” You’ve got to get your place ready for the party!
For specific products, Lowe’s also identifies and badges “Lowe’s Home Team Top Brands and Picks” online, in-app, and in-store. The logo has an NFL badge vibe and is an excellent way of maximizing the NFL partnership without saying NFL. Take a look below at Lowe’s presentation of their NFL partnership online. Next, we’re going to the store for some “Lowe’s Home Team Top Picks.”
Lowe’s App proudly promotes “Lowe’s Super Bowl LVIII Deal Days.”
Lowes.com promotes “Lowe’s Super Bowl LVIII Deal Days” with about half as much enthusiasm as the app.
Lowe’s Home Team Top Brands are shown in the app and website. We’ll be covering these in-store.
Super Bowl LVIII hosting made simple with Char-Broil®. Make a new grill-and-griddle combo your game day MVP. (They said “game day” 😉
Cool grill but no sign of any Home Team badging. Lots of the Lowe’s merchandising around the grill has shield graphics.
Way to merchandise the inside! We once pitched pop-ups inside of grills that opened. Smells included! That would be cool.
Tackle your remodel together with Moen.
Lowe’s Home Team Picks logo is proudly presented on this Moen Faucet display’s header card.
Should it be presented a little more proudly?
I looked for LG “Home Team Picks” in the appliances aisles, but the badge was hard to find. Plus, I was the only person in the appliance section and denied a team member’s assistance multiple times. Let’s find a winner.
Valspar is an Officially Licensed NFL product. Combined with Lowe’s to give you a 1-2 NFL punch. It’s the final year of this paint partnership. Link to partnership
The paint display has a brochure featuring all of the NFL team colors. You can also find a pdf here.
The team colors are provided. Is there a community online with photos posted of rooms painted in team colors?
Now you be the judge.
Next year, we’ll remember to look at this partnership throughout the entire season. Have a great weekend watching the Big Game. I hope your game day is filled with snacks and good times. Remember to take Monday off and join the movement to make Monday after the Super Bowl a National Holiday.
See you at the store!
Here's Dak with his DIY wristband.
Do you have a partnership or sponsorship opportunity that needs to be maximized to its full potential? Contact me.
