Lowe’s kicks off partnership with Messi. How the soccer star could help the company
Lowe’s is dropping deep in soccer with the best player in the world.
The Mooresville-based home improvement retail chain is adding Lionel Messi to its roster of sports partnerships, along with his team, Major League Soccer’s Club Inter Miami CF.
Lowe’s also is partnering with CONMEBOL Copa América 2024 USA, a soccer tournament which will be played this summer in cities across the U.S. including Charlotte, and where Messi’s Argentine team is defending its title.
The deal announced Thursday morning makes Messi the first soccer player to join Lowe’s roster of partnerships that includes NFL and NBA teams and athletes. It also has included the hometown Major League Soccer team, Charlotte FC since 2022.
The partnership means Messi will be included in Lowe’s brand marketing and advertising, Lowe’s spokesman Steve Salazar said.
“I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed,” Messi said in a statement.
Six months ago, soccer fans flooded uptown Charlotte when the global superstar, started for Inter Miami against Charlotte FC. Over 66,100 fans filled Bank of America Stadium. Charlotte FC won 1-0 in the regular-season finale to clinch a playoff spot.
Landing Messi and Miami FC
Lowe’s has been working on the multi-year deal with Messi and Miami CF for a couple of months, Gerardo Soto, Lowe’s vice president of marketing and multicultural sports partnerships told The Charlotte Observer.
Messi, a forward, is the captain for Inter Miami and the Argentine national team.
The partnership will help Lowe’s reach new customers who don’t follow sports leagues like the NFL and NBA, Soto said.
Argentine-born Messi pushes Lowe’s into a national, and global, platform, Soto said.
And Miami FC partnership allows Lowe’s to reach customers in its south Florida market, where the home improvement retailer has had many community projects, Soto said.
Why soccer partnerships now?
Soccer’s popularity is growing in the U.S. That includes Copa América returning to the U.S. in June. Copa America is the top men’s soccer tournament among national teams from South America, with teams from North America and Asia invited to compete.
“We can connect with fans in a more meaningful way,” Soto said.
During the tournament, which kicks off June 20, Lowe’s stores will host watch parties on a big screen with soccer-themed activities for the family, including build-your-own soccer goal workshops.
Fans are growing in Charlotte, too. Charlotte FC was founded just five years ago with its inaugural 2022 season. The team’s fandom continues to grow with more logo stickers on cars and people wearing team shirts seen around town, in addition to flocking to the games themselves.
What Lowe’s customers can expect with the Messi deal
Soccer fans will see stadium signs, community programming and player appearances at Lowe’s locations throughout the Miami market.
Lowe’s pro and do-it-yourself customers also will see loyalty programs and perks, such as store loyalty members earning points every time Messi makes an assist throughout the Copa América.
“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,” Soto said.
Lowe’s operates more than 1,700 home improvement stores across the U.S.
While Lowe’s customers could see soccer player in stores, Soto said Messi won’t be one of them.
“He’s very busy.”
This story was originally published April 18, 2024 at 8:30 AM with the headline "Lowe’s kicks off partnership with Messi. How the soccer star could help the company."