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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