Inter Miami F Lionel Messi has signed a “multiyear agreement” with Lowe’s home improvement retailer, which also signed partnerships with the team and the 2024 CONMEBOL Copa America 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 employees and high-profile athletes” such as Cowboys QB Dak Prescott and Chiefs TE Travis Kelce. Lowe’s VP/Brand Marketing and Sports Gerardo Soto said, “We were looking to expand our sports sponsorships beyond the NFL audience, which has worked great for us, but we know there is also a large audience for soccer.” To kick off the alliance, 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.” Lowe’s partnership with Inter Miami will include “signage and in-stadium activations, community programming, ticket hospitality and player appearances” throughout South Florida
