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Lowe's Teams up with Lionel Messi, Inter Miami CF and CONMEBOL Copa América 2024 USA™ to Win over Fútbol Fans

April 18, 2024 - Major League Soccer (MLS)
Inter Miami CF News Release

To capture the hearts and minds of consumers through a shared love for fútbol, Lowe's is delivering a hat trick for fútbol fans. Lowe's is partnering with the best fútbol player in the world, Lionel Messi, Major League Soccer Club Inter Miami CF and the upcoming CONMEBOL Copa América 2024 USA™.

Through a multiyear agreement, Messi also becomes a member of Lowe's Home Team, making him the first fútbol player to join the lineup of top NFL and NBA athletes who have helped improve communities around the country since 2020.

"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."

To kick off his first season, Lowe's and Messi will "assist" Lowe's loyalty customers with extra perks. Starting today, 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.*

"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."

Inter Miami has quickly become the focal point of fútbol in North America. The new partnership between Lowe's and Inter Miami will drive engagement with fútbol fans with signage and in-stadium activations, community programming, ticket hospitality, player appearances at Lowe's locations throughout the Miami market and more.

"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 will also team up with CONMEBOL Copa América 2024 USA™, which returns to the United States with Argentina defending its crown beginning June 20. Lowe's has a series of exciting initiatives to celebrate the magic of 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 fútbol tournament on a big screen, along with family-friendly fútbol-themed activities.

Lowe's red vest associates 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. 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."

The partnerships add to Lowe's existing collaboration with Charlotte FC, Lowe's hometown Major League Soccer club. As the Official Home Improvement Partner of Inter Miami CF and CONMEBOL Copa América 2024 USA™, Lowe's will enhance the fútbol experience for fans while bringing them closer to the excitement of Messi's gameplay.

For more information about Lowe's partnerships and upcoming fútbol initiatives, visit

* Loyalty Programs subject to Terms & Conditions. Visit for details. Subject to change.

**All Bonus Points will expire on December 31, 2024, unless extended by Lowe's. Reward Center items may vary. Visit for full details.

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