Lowe’s Announces Multiyear Partnerships with Lionel Messi and Major Soccer Events

The home improvement retailer aims to expand its market reach and engage diverse audiences through soccer.

Lowe’s partners with Lionel Messi, Inter Miami CF, and the 2024 CONMEBOL Copa América, marking a significant expansion into soccer.
Messi becomes the first soccer player to join Lowe’s roster of sports partnerships, previously dominated by NFL and NBA athletes.
The partnerships include in-store promotions, loyalty points for customers, and community engagement efforts across the U.S.
Lowe’s aims to leverage Messi’s popularity to attract new customers, particularly from Hispanic and Latin American communities.
The deal is expected to enhance Lowe’s visibility in the sports marketing arena and drive engagement at both local and national levels.