Retailers are suiting up for football season,
with Best Buy and Lowe’s rolling out new campaigns aimed squarely at NFL fans. Each is hoping to capitalize on the months when football dominates TV ratings — and household routines.
Lowe’s is kicking off with “Earn Your Sunday,”a season-long effort that draws a direct
line between home projects and football fandom. Stars like Saquon Barkley, Justin Jefferson and Dak Prescott urge fans to power through Saturday’s chores so they can relax come kickoff. The push
goes beyond broadcast with the Earn Your Sunday Tour, Lowe’s first dedicated mobile fan experience offered exclusively to MyLowe’s Rewards members. The trailer will visit stores and
stadiums in select Sunday Night Football markets with interactive games, Madden ’26 play and ticket giveaways, including a chance to win seats at Super Bowl LX.
advertisement
advertisement
“Through our
continued partnership with the NFL, Lowe’s has the opportunity to engage the largest sports fanbase in the U.S.,” said Gerardo Soto, vice president of media and sports marketing, in an
email to Marketing Daily. “We want to reach all homeowners — especially younger and first-time homeowners — who are as passionate about
their homes as they are about their favorite teams.” He added that connecting beyond screens is key, which makes the tour a core component of the campaign.
Dentsu is the agency.
At Best Buy, Gram — the hologram mascot introduced last year — returns to lead the retailer’s second season partnering with NBCUniversal. New ads show Gram teaming up with "Football Night in America" hosts Maria Taylor and Chris Simms, steering them through everything from slushy makers
to gaming consoles. The ads will air on NBC and Peacock, supported by in-game placements and a social push featuring NFL veteran Isaac Rochell and other influencers.
Both retailers are trying
to turn football loyalty into brand loyalty. For Best Buy, the NFL is a reminder that tech — from giant screens to scooters — is central to the experience. For Lowe’s, the message is
lifestyle: Finish the work, then enjoy the game.