Lowe's signs sponsorship with CFL
Home improvement retail chain Lowe's Canada has signed-on as a sponsor of the Canadian Football League. Under the terms of the national agreement, Lowe's becomes the official home improvement retailer of the league. The deal includes all 2013 semi-final games, division championship games and the 2013 Grey Cup game, which will take place in November. Lowe's gains usage rights to the CFL and Grey Cup logos, as well as the use of the names and logos of all CFL teams. Lowe's will also receive online, on-field and in-stadium brand exposure.
As part of its sponsorship, Lowe's has begun a contest promotion called "Build Up to the Cup." The winner will receive a trip for two to the Grey Cup game in Regina. Secondary prizes will include a $1,000 gift card and a five-piece package of cordless power tools. The company will begin a second contest on Oct. 24 called "Bring Home the Cup." The winner will have the Grey Cup trophy delivered to their home for a period of time by television personality Bryan Baeumler.
"Aligning with a league whose format is so uniquely Canadian further demonstrates Lowe's commitment to our continued growth in Canada," said Sylvain Prud'homme, president of Lowe's Canada. "The parameters of our partnership with the CFL were really established with our customers in mind. While we're confident of the significant brand exposure that this opportunity will provide for Lowe's, the real winners here are our customers and the CFL fans, who are being offered a unique opportunity of a lifetime."