# Football-Centric Home Improvement Partnerships Lowe's and the NFL Debut 'Earn Your Sunday' By Kalin Ned | Published 2025-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/earn-your-sunday References: [prnewswire](https://www.prnewswire.com/news-releases/lowes-teams-up-with-nfl-superstars-to-launch-earn-your-sunday-encouraging-fans-to-get-projects-done-before-game-day-302545867.html)  Lowe's home improvement retailer has initiated a new promotional campaign titled 'Earn Your Sunday,' which leverages its ongoing partnership with the National Football League. The initiative is designed to motivate consumers to complete their domestic renovation tasks earlier in the week so that they can dedicate their Sundays entirely to watching football. The 'Earn Your Sunday' marketing effort features several high-profile professional athletes, including new and returning ambassadors. These personalities appear in multimedia advertisements to draw a parallel between the accomplishment of a successful home project and a victory on the football field. To further engage its audience, Lowe's is launching a mobile tour that will visit various retail locations and sports venues..This activation will offer interactive fan experiences such as video game stations and photo opportunities, which are exclusively available to members of the retailer's loyalty program. Image Credit: Lowe's ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 31% | Activity: 34% | Freshness: 48% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Integrated Sports-marketing Campaigns:** Blending home improvement branding with popular sports culture creates immersive experiences that resonate deeply with sports fans and drive consumer engagement. - **Loyalty-driven Fan Experiences:** Retailers are focusing on loyalty programs to offer exclusive, interactive experiences that increase customer retention and brand affinity. - **Mobile Pop-up Advertising Tours:** Brands are taking their marketing efforts on the road with mobile pop-ups, creating dynamic, in-person engagement opportunities across multiple locations. ### Sectors Adopting This - **Home Improvement Retail:** The home improvement sector integrates sports culture into marketing strategies to boost consumer engagement. - **Sports Entertainment:** Sports entertainment industries are increasingly collaborating with retail brands to create cross-sector promotional campaigns. - **Loyalty Program Services:** Companies are innovating within loyalty programs to offer value-added, exclusive experiences that enhance customer commitment. ## Related on Trend Hunter - [Home Improvement-Branded Games](https://www.trendhunter.com/trends/ingame-appearance.md) - [Professional Soccer Partnerships](https://www.trendhunter.com/trends/inter-miami-cf.md) - [Charitable Home Repair Campaigns](https://www.trendhunter.com/trends/habitat-for-humanity-international.md) - [Kids-Focused Home Improvement Programs](https://www.trendhunter.com/trends/kids-club.md) - [Sports Affiliated Restaurant Campaigns](https://www.trendhunter.com/trends/official-grill-bar-sponsor.md) - [Fandom-Exploring Sports Partnerships](https://www.trendhunter.com/trends/sports-partnership.md) - [NFL Restaurant Promotions](https://www.trendhunter.com/trends/applebees-3.md) - [Football-Focused Venue Marketing Campaigns](https://www.trendhunter.com/trends/dave-busters2.md) - [Football-Themed Pizza Promotions](https://www.trendhunter.com/trends/little-caesars1.md)