True Value becomes official hardware partner of BIG EAST Conference

True Value will serve as the Official Hardware Partner of the BIG EAST Conference, placing the independent hardware brand in front of college basketball fans during the conference’s men’s basketball tournament March 11–14.

The partnership will give True Value a visible presence during games through courtside LED signage, basket stanchion displays, ribbon boards and center-hung videoboard integrations, along with an on-court promotional challenge and in-game announcements encouraging fans to visit their local True Value store.

Why True Value becomes official hardware partner of BIG EAST Conference

President of True Value Dent Johnson said the initiative is designed to increase national brand visibility while supporting the company’s network of independent retailers.

“True Value has been a cornerstone of local communities for generations,” Johnson said. “Partnering with the BIG EAST Conference introduces this legacy brand to new audiences at a national level while reinforcing its relevance to longtime True Value customers.”

The BIG EAST men’s basketball tournament, held at Madison Square Garden in New York, draws national television coverage and large in-arena audiences each year. True Value said the partnership combines broadcast visibility, in-arena promotion and digital marketing to increase awareness of the brand.

Allison Flatjord, executive vice president of marketing and ecommerce for True Value, said the effort is part of the company’s broader marketing strategy.

“This partnership positions True Value at the heart of the action by aligning the brand with the energy and tradition of BIG EAST basketball,” Flatjord said. “It’s about meeting customers wherever they are and turning that awareness into action for our independent retailers.”

True Value said the partnership is intended to strengthen brand recognition and drive traffic to locally owned hardware stores across its network.