BY ADAM GROSSMAN
Unique Experiences Can Be Built For Universal Appeal
The NFL and Lowe’s announced a new partnership earlier this week that made the company the “Official Home Improvement Retail Sponsor” of the league. . A key component of the new agreement is providing Lowe’s with the opportunity to “provide unique NFL experiences for customers and associates both during the regular season and off-season, and will become the presenting sponsor of Super Bowl Experience beginning at Super Bowl LIV in 2020 in Miami.” This focus on experiences may seem counterintuitive for Lowe’s particularly when it comes to an NFL partnership.