April 19 – US home improvement chain Lowe’s has brought a Hispanic focus to a new sponsorship covering Conmebol’s Copa América 2024 USA, MLS side Inter Miami, and Lionel Messi.
Lowe’s is activating Messi across both the sponsorships while at the same time making him the first soccer player to be part of ‘Lowe’s Home Team’ where he joins big names from the NFL and NBA – in itself a mark of the impact he has had in the US.
The Home Improvement partner of Copa América 2024, to played in the US, the chain store will run a number of activations including ways for loyalty members to win more points every time Messi makes an assist throughout the tournament.
Select Lowe’s stores will host Copa América watch parties, while the stores will host kid-friendly, build-your-own fútbol goal workshops at the watch parties.
Lowe’s MVPs Pro Rewards loyalty members may redeem bonus points for signed Messi memorabilia.
Described as a multi-year partnership, but focussed very much around Messi’s presence at InterMiami, Jen Wilson, Lowe’s senior vice president of enterprise brand and marketing, said: “Lionel Messi is the GOAT of the assist. Partnering with him is the perfect reflection of Lowe’s shared passion for assisting our customers, whether for their business or home.”
The new partnership with Inter Miami will drive engagement through signage and in-stadium activations, community programming, ticket hospitality, and player appearances at Lowe’s locations throughout the Miami market.
“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 to set the benchmark for the sport and deliver for our fútbol family.”
Lowe’s already has an existing collaboration with Charlotte FC, the company’s hometown Major League Soccer club.
Contact the writer of this story, Nick Webster, at moc.l1713951599labto1713951599ofdlr1713951599owedi1713951599sni@o1713951599fni1713951599