Brands increasingly believe and invest in soccer marketing and advertising. Lowe’s aims to win over soccer fans’ hearts and minds by teaming up with global soccer icon Lionel Messi, Major League Soccer Club Inter Miami CF, and the upcoming CONMEBOL Copa América 2024 USA. This partnership marks an exciting hat trick for soccer enthusiasts. Messi’s involvement extends beyond the field as he joins Lowe’s Home Team under a multiyear agreement, becoming the first soccer player alongside renowned NFL and NBA athletes in Lowe’s efforts to enhance communities nationwide since 2020.
“Lionel Messi is the GOAT of the assist,” said Jen Wilson, Lowe’s senior vice president of enterprise brand and marketing at Lowe’s. “Partnering with him perfectly reflects Lowe’s shared passion for assisting our customers, whether for their business or home.”
Messi and Lowe’s will be “assisting” Lowe’s loyalty customers with added benefits to mark the beginning of his inaugural season with Lowe’s. All loyalty members will receive 100 points immediately, bringing them nearer to their next reward through Lowe’s latest homeowner loyalty program, MyLowe’s Rewards, and Lowe’s MVPs Pro Rewards for professionals. Members of MyLowe’s Rewards need to claim these points via their account dashboard by May 18.
“Fútbol, much like home improvement, is all about teamwork and the assistance between people,” Messi said. “I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed.”
You can also read: Messi’s Miami Engagement: 5 Reasons Why MLS Will Surpass Spain’s La Liga
Inter Miami has quickly become the focal point of soccer in North America
The new partnership between Lowe’s and Inter Miami will drive engagement with soccer fans with signage and in-stadium activations, community programming, ticket hospitality, player appearances at Lowe’s locations throughout the Miami market and more.
“Inter Miami has worked towards becoming a global reference point of fútbol, so that when people think of fútbol, they think of Inter Miami,” said Inter Miami CF Chief Business Officer, Xavier Asensi. “Our partnership with Lowe’s is another proof point of attaining this ambition. We are excited to partner with Lowe’s, an organization that matches our goal to continue setting the sport’s benchmark and delivering for our fútbol family.”
Portada is surveying brand marketers and media agency executives on their soccer marketing-related initiatives. The final and aggregate results, along with a wealth of other high-quality content on the U.S. soccer fan and the marketing and media properties targeting them, will be included in our INSIGHTS REPORT: THE TRANSFORMATIVE IMPACT OF SOCCER ON US. MARKETING AND MEDIA, which we will be published on May 29, 2024.
Lowe’s Celebrates Soccer Magic with Messi and CONMEBOL Copa América 2024 USA Partnership
Lowe’s will also team up with CONMEBOL Copa América 2024 USA, which returns to the United States with Argentina defending its crown beginning June 20. Lowe’s has a series of exciting initiatives to celebrate the magic of Messi:
- Ways for loyalty members to win more points every time Messi makes an assist throughout the tournament.
- Select Lowe’s stores will host CONMEBOL Copa América 2024 USA watch parties, allowing communities to come together and enjoy the soccer tournament on a big screen, along with family-friendly soccer-themed activities.
- Lowe’s red vest associates will host kid-friendly, build-your-own soccer goal workshops at the watch parties.
- Lowe’s MVPs Pro Rewards loyalty members may redeem bonus points for signed Messi memorabilia. Limited availability, while supplies last.
“To celebrate fútbol’s rich culture and community, we wanted to partner with an athlete and fútbol affiliations that resonate deeply with our customers,” said Gerardo Soto, Lowe’s vice president of brand marketing and sports partnerships. “These new partnerships provide an opportunity to build trust and credibility with a broader customer base through the athletes and sporting events that matter to them.”
The partnerships add to Lowe’s existing collaboration with Charlotte FC, Lowe’s hometown Major League Soccer club. As the Official Home Improvement Partner of Inter Miami CF and CONMEBOL Copa América 2024 USA, Lowe’s will enhance fans’ soccer experience while bringing them closer to the excitement of Messi’s gameplay.
Home Improvement Category Bets on Soccer
Lowe’s main competitor, The Home Depot, is a MLS partner. Last year, The Home Depot and Major League Soccer (MLS) extended their partnership, with The Home Depot continuing as the League’s home improvement retailer. Under this renewed agreement, the two organizations continue their efforts to connect with new and emerging fan segments as soccer’s popularity grows in North America. The partnership between The Home Depot and MLS dates back to 2008. The Home Depot is also the official home improvement retailer of the Mexican National Soccer Team.
