Lowe’s scores major partnership in the American soccer landscape

Through this pact, Lowe's aims to cater to the soccer fans in America.

Lowe’s, an American retail company specializing in home improvement, has announced a comprehensive partnership with three key players in the American soccer landscape: the legendary footballer Lionel Messi, the Major League Soccer (MLS) club, Inter Miami CF (IMCF), and the upcoming CONMEBOL Copa America 2024 USA.

The retail company secured a multi-year agreement with Messi, marking the veteran’s foray into representing a home improvement brand. The FIFA World Cup 2022 winner joins the Home Depot’s roster, including the National Football League (NFL) and the National Basketball Association (NBA) athletes who have collaborated on community improvement initiatives with Lowe’s since 2020.

Furthermore, Lowe’s alliance with Inter Miami allows the building materials supplier to connect directly with a dedicated group of soccer enthusiasts in South Florida. The new partnership between the home improvement store and the Herons will drive engagement with football fans through a variety of initiatives. Expect to see signage and in-stadium activations, community programming, ticket hospitality, player appearances at Lowe’s locations throughout the Miami market, and more.

Finally, Lowe’s secured sponsorship rights for the highly anticipated Copa America, returning to the United States in June 2024. To celebrate the tournament, select Lowe’s stores will host Copa America watch parties, allowing communities to come together and enjoy the football tournament on a big screen, along with family-friendly football-themed activities. Lowe’s red vest associates will host kid-friendly, build-your-own football goal workshops at the watch parties, fostering a fun and interactive experience for fans of all ages. 

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.”

Messi, added, “Fútbol, much like home improvement, is all about teamwork and the assistance between people. I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed.”

Xavier Asensi, Inter Miami CF Chief Business Officer, said, “Inter Miami has worked towards becoming a global reference point of fútbol, so that when people think of fútbol, they think of Inter Miami. 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.”

Gerardo Soto, Lowe’s Vice President of Brand Marketing and Sports Partnerships, said, “To celebrate fútbol’s rich culture and community, we wanted to partner with an athlete and fútbol affiliations that resonate deeply with our customers. 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.”

Lowe’s is a major American retailer specializing in home improvement supplies. Founded in 1921, the company operates over 2,200 stores across North America, offering a vast selection of building materials, appliances, tools, and gardening equipment for homeowners and contractors alike.

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