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Rams’ Super Bowl Win Lands USO $100K Gift from Lowe’s

Thanks to Lowe’s, the Los Angeles Rams’ Super Bowl win has earned the USO $100,000 for a project in LA to help service members and their families.

The Rams brought the Lombardi Trophy home to Los Angeles on Sunday by winning Super Bowl 56, but hometown pride isn’t the only thing the Rams secured. In winning the biggest game of the season, the Rams also managed to help the United Services Organization fund a new LA-based project through Lowe’s’ #HomeTeamForHomeTowns campaign.

As part of the initiative, Lowe’s put together 100 community projects around the country. With Lowe’s being an NFL and Super Bowl partner, it decided the best way to put the finishing touch on the project was to go big for the Big Game.

Over the last week, Lowe’s held a vote on Twitter for which organization would win a $100,000 community project. The choices were between the Boys & Girls Club, Rebuilding Together, Salvation Army, and the United Services Organization (USO), and while fans voted on Twitter, the eventual Super Bowl champion got to decide which city would hold the non-profit organization’s project. 

After 56,000 votes, the USO was ultimately declared the winner. The USO has not said exactly what it plans to do with the money, but tweeted that it “will use these funds to continue supporting service members and their families.”

“It will be our largest project of the 100 that we have completed to date,” Lisa Schoder, vice president of integrated media & partnerships at Lowe’s, told Boardroom. “We have allotted $100,000 for this specific project. That’s about 10 times what we’ve been spending on some of our other projects throughout the course of the year so we really wanted to make sure this felt like a mega-project with us being associated with the Super Bowl.” 

13-time Pro Bowler Drew Brees, who serves as general manager for Lowe’s Home Team, was a key partner in the campaign, appearing in a promotional video to encourage fans to vote.

“Drew has been an incredible partner,” Schoder said. “Having him at the helm really helped to orient the ambition, he really draws a ton of attention and authenticity in the space.”

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