Lowe’s announced a multi-year partnership with Live Nation on June 11, 2026 that brings live music benefits to members of MyLowe’s Rewards and MyLowe’s Pro Rewards, the retailer’s consumer and pro loyalty programs.
The member perks run through the summer concert season: discounted kids’ tickets with the purchase of an adult lawn ticket, complimentary lawn chair rentals at select shows for the first fifty eligible members, and year-round ticket sweepstakes.
The deal also makes Lowe’s the first presenting partner of a new amphitheater tailgate experience Live Nation is introducing at select venues this summer. The tailgate spaces combine live entertainment, food and beverage, and programming from select Lowe’s vendor partners, with experiences tailored by venue at North Island Credit Union Amphitheatre, Ruoff Music Center and Jiffy Lube Live.
Lowe’s positioned the move as a way to reach new and younger audiences while giving existing members perks that extend beyond the home improvement category. It is a pattern showing up across large retail programs: partnering outside the core category to make loyalty membership valuable between purchase cycles rather than only at the register.
For loyalty operators, the notable part is where the value sits. The benefits attach to program membership itself, not to a co-branded card or a points transaction, which makes the partnership a retention play aimed at keeping members engaged with the program during the months they are not buying.
