Lowe’s looks to make the most of its NFL sponsorship

MOORESVILLE, N.C. — Lowe’s Cos., which signed on in January as the National Football League’s home improvement retail sponsor, is launching more than 10,000 NFL-branded products. Bill Boltz, EVP of merchandising, told Business Insider that Lowe’s NFL kickoff events will take the campaign “to the next level”, while giving Lowe’s the opportunity to test products in local markets. “There isn’t really a better way to reach the customer than to be able to offer the kind of stuff that allows us to connect with them—the flags and the chairs and the canopies,” he said. The merchandise will be available through Lowe’s website, with select stores carrying some items bearing the brands of local teams.