Lowe’s Partners with Lionel Messi, Inter Miami CF, and CONMEBOL Copa América 2024 USA™ To Enhance Customer Experience
Home improvement retailer Lowe’s announced a multi-year partnership with Lionel Messi, Argentine national footballer and major league soccer captain for Inter Miami CF. The collaboration will also position Messi as a Lowe’s Home Team member. Messi is the first soccer player to join the Lowe’s Home Team, which is comprised of Lowe’s employees and high-profile NBA and NFL athletes who help improve communities around the United States.
To kick off the partnership, Lowe’s and Messi will help Lowe’s loyal customers earn extra perks. As of April 18, 2024, loyalty members received 100 points to help them get closer to their next reward through Lowe’s new homeowner loyalty program, MyLowe’s Rewards, and the brand’s professional loyalty program, MVPs Pro Rewards. MyLowe’s Rewards members will need to claim the points by May 18.
“Fútbol, much like home improvement, is all about teamwork and the assistance between people,” said Messi. “I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed.”
Lowe’s partnership with Inter Miami will drive engagement with soccer aficionados through in-stadium activations, signage, ticket hospitality, community programming, and player appearances throughout Miami and nearby cities.
Moreover, Lowe’s will collaborate with 2024 CONMEBOL Copa America to introduce exciting initiatives to celebrate the Messi partnership and a tournament to defend its crown. These initiatives include ways for loyalty members to earn points with each Messi assist, watch parties at select Lowe’s stores, and redemption of bonus points for signed Messi memorabilia. The store will also host build-your-own soccer goal workshops for kids.
“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.”
For more information about Lowe’s partnerships and upcoming soccer initiatives, visit:
https://www.lowes.com/l/shop/lowes-home-team
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