Lowe’s in deal with IMG College to reach college sports fans via social media channels
MOORESVILLE, N.C. -- Lowe’s Companies and the collegiate multimedia, marketing and licensing/brand management firm IMG College announced a national marketing agreement that helps the home improvement retailer reach college sports fans where dialogue is a game changer: official social media platforms.
Under terms of the sponsorship agreement, Lowe’s has secured the official designation and category exclusivity for the home improvement retail category at schools nationwide, from Alabama to Oregon. Lowe’s will have full use of schools’ marks from which to market, advertise and host special events. In addition, Lowe’s will be title sponsor to homecoming games at numerous IMG schools this fall.
The agreement marks the first time a company has secured a presenting sponsorship to a nationwide collection of universities’ mobile apps, which often serve as fans’ primary game-day interactive experience and a source of news and connectivity throughout the week.
“Reaching fans through their schools’ official social media channels, from apps to Facebook and Twitter, helps us join passionate conversations that are all about fun and memorable experiences,” said Tom Lamb, Lowe’s chief marketing officer. “This unprecedented agreement puts Lowe’s in a position to be top of mind for college sports fans.”