The Canadian Football League has signed on Lowe’s Home Improvement Warehouse as its official home improvement retailer for the 2013 playoffs.
On Thursday, the brand launched its first CFL-related promotion, a contest for a trip for two to the Grey Cup championship game next month in Regina. As part of the new partnership, Lowe’s also gains the right to use the CFL and Grey Cup logos in its marketing, as well as the names and logos of each of the CFL teams.
The contest will be followed by the retailer’s “Bring Home The Cup” contest, which will award one consumer with the chance to have the Grey Cup delivered to their home by Lowe’s spokesperson and HGTV star Bryan Baeumler.
Lowe’s Canada president Sylvain Prud’homme said in a statement that the brand was interested in partnering with the CFL because it is distinctly Canadian. “Aligning with a league whose format is so uniquely Canadian further demonstrates Lowe’s commitment to our continued growth in Canada,” he said.
CFL Commissioner Mark Cohon said, “Adding a brand like Lowe’s to our roster of corporate partners speaks to our momentum and the value we deliver to our sponsors. We look forward to having them join us on the road to the 101st Grey Cup.”
Exposure on CFL websites, in stadiums and on the playing field is also included in the deal. The retailer replaces Rona as the official home improvement sponsor of the playoffs.
