Inter Miami F Lionel Messi has signed a “multi-year agreement” with home improvement retailer Lowe’s, which also inked partnerships with the team and the 2024 CONMEBOL Copa América tournament, according to Michelle Kaufman of the MIAMI HERALD. Messi is the “first soccer player to join the Lowe’s Home Team,” a “group of high-profile employees and athletes” such as Cowboys QB Dak Prescott and Chiefs TE Travis Kelce. Gerardo Soto, vice president of brand marketing and sports at Lowe’s, said, “We were looking to expand our sports sponsorships beyond the NFL audience, which has worked very well for us, but we know there’s a huge audience for soccer, too.” To kick off the partnership, Lowe’s and Messi will “help out” loyal Lowe’s customers with additional benefits. Starting today, all loyalty members “will receive 100 points to get closer to their next reward through Lowe’s new loyalty program.” Lowe’s partnership with Inter Miami will include “in-stadium signage and activations, community programming, ticketed hospitality and player appearances” throughout South Florida.
