True Value is stepping onto a national stage as the Official Hardware Partner of the BIG EAST Conference, bringing the trusted neighborhood hardware brand to millions of college basketball fans from March 11–14.

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

Through a high-visibility, in-arena presence during the conference tournament, True Value will showcase its legacy brand in front of packed crowds and national television audiences—driving broad awareness that directly supports its network of independent retailers across the country.

Fans will see True Value featured prominently during games, including:

● Courtside LED signage

● LED basket stanchion displays

● LED ribbon boards

● Center-hung videoboard integrations

● A branded on-court promotional challenge

● In-game announcements to visit your local True Value

Combining national broadcast visibility, in-arena engagement, and digital amplification creates multiple touchpoints that build brand preference and drive traffic both online and in-store.

“This partnership positions True Value at the heart of the action by aligning the brand with the energy, tradition, and community spirit of BIG EAST basketball, while supporting our broader omnichannel marketing approach,” said Allison Flatjord, Executive Vice President of Marketing and Ecommerce. “It’s about meeting customers wherever they are and turning that awareness into action for our independent retailers.”

As the Official Hardware Sponsor of the BIG EAST Conference, True Value is reinforcing its commitment to supporting independent hardware retailers with national marketing that delivers local impact. Taking center court during one of college basketball’s most exciting tournaments underscores True Value’s continued investment in brand-building initiatives to elevate awareness, increase customer traffic, and strengthen its retailers’ competitive position in markets nationwide.

About True Value

For more than 75 years, True Value has empowered independent retailers to become a recognized, trusted fixture on Main Streets everywhere through its iconic brand. From expansive product sets and market-customized assortments to innovative marketing programs and value-added services, True Value is the partner for all things hardware. Now part of the Do it Best Group, the world’s largest independent home improvement co-op, True Value continues to support thousands of stores globally while retaining an independent spirit, community focus, and its trusted legacy brand. For more information, visit truevaluecompany.com.