Lowe’s partners with CFL for playoffs

The brand becomes the official home improvement retailer of the league and will launch a pair of a contests, which offer prizes like a VIP trip to the Grey Cup.
CFL Montreal Alouettes

With the CFL season heating up as the playoffs draw near, Lowe’s is teaming up with the league as the official home improvement retailer of the CFL.

The one-season sponsorship deal grants Lowe’s usage of all CFL logos, including team logos and the Grey Cup logo, which the retailer will leverage across all of its communications platforms, including online, in-store and in flyers, where it will have the Grey Cup Feature Product of the Week.

The deal also includes the presence of Lowe’s branding at all CFL playoff games and during the Grey Cup, as well as in-stadium branding during the Grey Cup, which happens on Nov. 24 in Regina.

Additionally, Lowe’s will be rolling out a pair of contests, starting with the “Build up to the Cup” sweepstakes, which launched yesterday and offers fans who sign up through the Lowe’s website the chance to win a VIP trip for two to the Grey Cup in Regina, as well as other prizes, like a $1,000 Lowe’s gift card and a five-tool 18-Volt XRP cordless combo kit. Entrants can receive additional ballots in the draw by agreeing to receive future communications from Lowe’s, as well as by obtaining secret sweepstakes codes from purchases of specific products.

Starting Oct. 24, fans can begin registering for the “Bring home the Cup” contest in stores across the country and online. The contest offers one fan the chance to have the Grey Cup delivered to his or her home by Lowe’s spokesperson and HGTV personality Bryan Baeumler.

Sonny Kekelj, director, online marketing, Lowe’s Canada, tells MiC that the partnership with the CFL is the most deeply integrated sponsorship program that Lowe’s has ever launched. He says the CFL was a good match for Lowe’s because Lowe’s is looking to reach out to families as it builds its brand across Canada and the CFL has such an iconic heritage in the country that many of its consumers are already fans.

Photo: Ice Man Photography, Flickr Creative Commons