The partnership marks another major step in True Value’s national brand revitalization, building on the company’s recent national marketing momentum and its sponsorship of the BIG EAST Conference during the 2025-26 NCAA basketball season. Through its Notre Dame Athletics sponsorship, True Value will continue expanding its reach with today’s home improvement shoppers while creating new visibility, engagement, and local activation opportunities for independently owned True Value stores.

“True Value has always stood for the confidence, know-how, and personal service people count on when caring for their homes,” said Allison Flatjord, Do it Best Group Chief Marketing Officer. “As we continue rebuilding and reenergizing this iconic brand, our partnership with Notre Dame Athletics gives us a powerful opportunity to connect True Value with passionate fans, proud alumni, and the next generation of home improvement shoppers. It’s another meaningful step forward as we strengthen True Value’s position as the gold standard of independence for locally owned home improvement businesses.”

The sponsorship will include marketing assets, in-store promotional opportunities, signage support and retailer-facing materials designed to help True Value stores bring the partnership to life for their local customers and communities. The timing also positions participating stores to build excitement heading into the fall sports season, including key early-season matchups for Fighting Irish fans.

“We are pleased to welcome True Value as the Official Home Improvement Partner of Notre Dame Athletics,” said Jim Fraleigh, Deputy Athletics Director at Notre Dame Athletics. “True Value’s role in supporting and supplying independent businesses across the country aligns well with the tradition, loyalty, and community connection that define Notre Dame Athletics. We look forward to working together to engage fans and highlight the independent retailers serving our communities.”

For True Value retailers, the Notre Dame Athletics sponsorship reinforces the company’s commitment to investing in the brand’s future while helping independent retailers compete with greater visibility, relevance, and consumer awareness. The sponsorship comes as True Value continues to introduce new tools, marketing programs, and brand-building initiatives designed to support locally owned home improvement businesses. By aligning with one of the most storied names in collegiate athletics, True Value is extending its reach with consumers who value tradition, trust, community, performance, and independence — qualities long associated with both the True Value brand and Notre Dame Athletics.

“Independent True Value retailers are the heartbeat of this brand,” said Flatjord. “Our goal is to give them more ways to generate excitement, drive traffic, and remind customers that their local True Value store is the place to turn for expert advice, trusted products, and the confidence to get the job done right.”

About the Do it Best Group

Headquartered in Fort Wayne, IN, the Do it Best Group is the world’s largest hardware, lumber, and building materials buying cooperative in the home improvement industry. With nearly $6 billion in annual sales, we support thousands of independently owned locations across the United States and in more than 60 countries worldwide. Partners in the company have the flexibility to operate under the Do it Best, True Value, or their own local store identities, offering a diverse range of branding options to best serve their communities