- Lowe’s has kicked off its 7th year as the official home improvement partner of the NFL with the new “Lowe’s Earn Your Sunday” campaign.
- The effort encourages NFL fans to work on home projects during the week, so they can dedicate their Sundays to football. The effort will run on TV, digital and social throughout the NFL season. There is also an activation component.
- The campaign stars NFL icons including: Saquon Barkley, Justin Jefferson, Christian McCaffrey, C.J. Stroud and Dak Prescott.
As summer ends and NFL season begins, Lowe’s is looking to shift the home improvement projects beyond Sunday. The latest effort taps into
“Earn Your Sunday means motivating fans to knock out their home projects during the week so they can enjoy Sundays free of distractions,” said Gerardo Soto, VP of media & sports marketing at Lowe’s. “The new campaign builds on our long-standing partnership with the NFL and relationships with some of the league’s top talent to truly celebrate this perfect connection between the pride of a completed project and the passion of gameday.”
In addition to the TV and digital ads, Lowe’s will be running the Earn Your Sunday Tour and making stops at Lowe’s store locations and stadiums in select markets throughout the football season to connect with fans on the ground. The experience, which is exclusive to MyLowe’s Rewards members, includes interactive experiences inspired by EA SPORTS Madden NFL 26 and photo booths.
“Strategically, we’re tapping into culture,” Soto continued. “Earn Your Sunday is about connecting emotionally with customers, not just transactionally. By aligning with the NFL and the cultural ritual of Sunday football, Lowe’s is in a conversation that extends beyond home improvement, allowing us to connect authentically with customers where they’re most passionate.”
The effort is particularly aimed at those new to home improvement projects. “We want to reach all homeowners – especially younger and first-time homeowners – who are as passionate about their homes as they are about their favorite teams, empowering them to prepare for gameday with confidence and pride,” Soto added. “When they’re celebrating their Sundays by having family and friends over, they’re also showing off their homes, and Lowe’s helped them get it all done.”
