US hardware chain Lowe's has renewed its contract with the NFL for the 2024-25 season and prolonged longstanding partnerships with the Carolina Panthers and Dallas Cowboys.
As part of this season's integrated marketing campaign, NFL players will appear in several national television commercials, and digital and social media adverts.
For this year’s deal, Lowe's has added Houston Texans quarterback C.J. Stroud to their roster for the adverts, which also includes Travis Kelce of the Kansas City Chiefs, Christian McCaffrey (San Francisco 49ers), Dak Prescott (Dallas Cowboys), Bryce Young (Carolina Panthers), Drake Maye (New England Patriots) and Kelvin Beachum (Arizona Cardinals).
The fall campaign will also include in-store signage, digital and radio advertising, in-store audio, and social media advertising.
Additionally, the hardware chain will be selling official NFL-licensed golf carts with designs for 32 NFL teams exclusively. The company’s Valspar paint will also return with the official paint colors of the NFL, both in-store and online.
The new agreement is Lowe's sixth consecutive renewal with the NFL.
Lowe's athlete partnership roster also includes soccer legend Lionel Messi and track & field athlete Anna Cockrell.
