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Lowe's Joins Forces With the NFL This Football Season

Licensed sports merch is a tie-breaking touchdown for any retailer that wants a sales bump.

· less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

Last night’s face-off between the Bears and the Packers marked two things: 1) the debut of Aaron Rodgers’s clean-shaven face (RIP mustache) and 2) Lowe’s's kickoff as the NFL’s home improvement partner.

As part of a multiyear “homegating” collaboration, over 10,000 licensed NFL products will be sold on Lowe’s website and at select stores. Lowe’s and the NFL also launched a three-episode home decorating series on YouTube.

Why it’s a fit for Lowe’s: Licensed sports merch is a tie-breaking touchdown for any retailer that wants a sales bump.

  • Almost 16 million viewers watched last year's NFL regular season games on average.
  • Fans are expected to keep spending on coolers, canopies, grills, and more. The global sports merch market could reach $48.2 billion by 2024.

Plus, Lowe’s has over 2,200 stores and related businesses nationwide—and enough NFL teams to offer select assortments by location. Its biggest markets: North Carolina, Lowe’s HQ state, and Texas, where Dallas Cowboys merch has won over military veterans, a key demographic for hardware businesses.

One fumble: The NFL might want to consider another peg for its Lowe’s partnership. It’s tried to make “homegating” happen since 2011. (For the record, everyone calls it “watching the game.”)

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.