Lowe's Partnering With Soccer Star Lionel Messi

Home improvement retailer Lowe’s is teaming with international soccer star Lionel Messi who is the sport’s first player to join Lowe’s Home Team that also includes top players from the National Football League and National Basketball Association.

To kick off his first season, Lowe's and Messi, who plays for Inter Miami CF in Major League Soccer, will "assist" Lowe's loyalty customers with extra perks. Beginning April 18, all loyalty members will receive 100 points to get them closer to their next reward through Lowe's new loyalty program for homeowners, MyLowe's Rewards, and Lowe's MVPs Pro Rewards for Pros. MyLowe's Rewards members must claim points on their account dashboard by May 18.

"Lionel Messi is the GOAT of the assist," said Jen Wilson, Lowe's senior vice president of enterprise brand and marketing. "Partnering with him is the perfect reflection of Lowe's shared passion for assisting our customers, whether for their business or home."

"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."

Additionally, Lowe’s has strengthened its relationship with Inter Miami and has hosted player appearances at the retailer’s locations throughout the Miami market. According to Lowe’s officials, the new partnership between home improvement retailer and Inter Miami will drive engagement with soccer fans with signage and in-stadium activations, community programming, and ticket hospitality.

Lowe's will also team up with CONMEBOL Copa América 2024 USA, which returns to the United States with Messi and Argentina defending its crown beginning June 20. Lowe's has a series of initiatives to celebrate its partnership with 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."