Football fans following the National Football League might have noticed new NFL sponsor, Lowe’s, targeting pro customers.

Lowe’s relationship with the NFL started in January, when it signed a multiyear deal with the league to become its official home improvement retail sponsor. The retailer followed up on that agreement, last month, when it formally launched its Pro Ready marketing campaign to coincide with the NFL draft.

The initiative, which includes TV commercials, billboards, and online ads. It’s the company’s newest national marketing campaign and focuses exclusively on professional builders and remodelers.

The campaign’s name, Pro Ready, is a double entendre. As a result, reflecting the professional readiness of newly drafted NFL rookies and Lowe’s recent commitment to professional builders.

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