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Lowe's, IMG College Sign Unprecedented Strategic Agreement to Reach College Sports Fans via Official Social Media Channels
Home Improvement Retailer Brings `Never Stop Improving' Approach to Interactive Game-day Experiences
Aug 30, 2012

Mooresville, N.C. (Aug. 30, 2012) – Lowe’s Companies, Inc. (NYSE: LOW) and IMG College today announced an unprecedented national marketing agreement that helps the home improvement retailer reach college sports fans where dialogue is a game changer: official social media platforms. 

“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.” 

Lowe’s agreement with the collegiate multimedia, marketing and licensing/brand management firm 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. 

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. 

“Digital apps and social media are becoming very popular for enriching the fan experience, and Lowe’s is the first sponsor to take a leadership position with the official apps of a broad collection of schools across the country,” said Ben Sutton, president of IMG College. “Working in conjunction with IMG College, Lowe’s will be able to deliver a rich, interactive experience branded to game day, while also creating marketing programs and events to build relationships with alumni.” 

With sports fans consuming three times more digital content than non-fans, visibility on social media platforms (e.g., Facebook and Twitter), official school websites and school-driven apps are designed to maximize fans’ thirst for information and interaction. 

About Lowe’s 
With fiscal year 2011 sales of $50.2 billion, Lowe’s Companies, Inc. is a FORTUNE 100 company that serves approximately 15 million customers a week at more than 1,745 home improvement stores in the United States, Canada and Mexico. Founded in 1946 and based in Mooresville, N.C., Lowe’s is the second-largest home improvement retailer in the world. For more information, visit 

About IMG College 
IMG College is the nation’s leading collegiate multimedia, marketing and licensing/brand management company, representing more than 200 of the nation’s top collegiate properties, including the NCAA and its 89 championships, NCAA Football, leading conferences, and many of the most prestigious colleges and universities in the country. Headquartered in Winston Salem, N.C., IMG College employs more than 700 people in nearly 100 offices throughout the U.S., capturing consumer devotion to college sports through partnership opportunities in multimedia rights, licensing, events and hospitality, marketing, stadium and arena development, stadium seating solutions, ticketing, sales, and consulting. IMG College produces nearly 30,000 hours of radio programming on the largest independent sports network in the country, manages nearly 5,000 hours of local television programming, and is the leading publisher of college sports publications and the largest manager of university athletic websites. IMG College is a division of IMG Worldwide, a global sports, fashion and media business. For more information, please visit