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Lowe’s unites NFL fans with ‘Home Team’ player tie-up

Dive Brief:

  • Lowe’s debuts a new marketing campaign today (Sept. 9) to unite NFL fans as they watch this season from home, the brand said in a press release emailed to Marketing Dive. One player from each of the league’s 32 teams will join Lowe’s “Home Team” to support community-building projects by people and organizations that exemplify the cultural fabric of their respective NFL hometowns.
  • A 30-second TV commercial will air during Thursday’s game between the Houston Texans and Super Bowl 2020 champion Kansas City Chiefs. The new spot, titled “800 Mint Street,” nods to the Carolina Panthers’ stadium address and will feature fans’ homes who share the same address, aiming to reinforce that “this year, we’re all on the home team,” per the announcement.
  • Lowe’s Home Team players will host virtual fan engagements throughout the season and share their personal DIY home improvement projects in a new series called
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