Lionel Messi, Inter Miami Join in Multiyear Deal With Lowe’s

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Lionel Messi’s popularity in the United States runs deep and seemingly touches almost every industry. His latest collaboration is with Lowe’s, the home improvement company.

The Argentine soccer star and his team, Inter Miami CF, announced two separate multiyear partnerships with Lowe’s Companies Inc. (NYSE: LOW). Under the agreement with Inter Miami, Lowe’s will become the club’s official home improvement partner. Lowe’s will also be teaming up with this summer’s CONMEBOL Copa América 2024 USA, in which Messi will be playing for Argentina in the international tournament featuring squads from the Americas.

The financial details of the partnership have not been disclosed. 

“Messi is not only the best player in the world who can score a goal on a dime, but he’s also the top assister in history, with over 350 assists throughout his career,” said Gerardo Soto, Lowe’s vice president of brand marketing and sports partnerships in a video call. “Partnering with Leo perfectly reflects Lowe’s shared passion for assisting our customers.” 

Through the Inter Miami partnership, Lowe’s aims to drive engagement with soccer fans through in-stadium activations, community programs, hospitality and player appearances at Lowe’s locations.

“Fútbol, much like home improvement, is all about teamwork and the assistance between people,” Messi said in a statement. “I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed.”

During Copa América, which returns to the United States with Argentina defending its crown beginning June 20, Lowe’s will give out loyalty points to its members every time Messi assists throughout the tournament and may redeem them for signed Messi memorabilia. Selected Lowe’s stores will also play host to Copa América watch parties.

The Argentine also became a member of Lowe’s Home Team, Lowe’s community improvement project, making him the first soccer player to join the lineup of NFL and NBA players, including three-time Super Bowl champion Travis Kelce, Christian McCaffrey, Dak Prescott and Bryce Young. 

Lowe’s is the latest addition to Inter Miami’s growing list of partners since Messi’s arrival to the league last summer. According to MLS, the clubs’ revenue is up 15% year-to-date over 2023. Sportico values Inter Miami at $1.02 billion, up 74% since 2022. The club’s 2023 revenue is an estimated $127 million, up from $55 million.

“Inter Miami has worked toward becoming a global reference point of fútbol, so that when people think of fútbol, they think of Inter Miami,” Inter Miami’s chief business officer Xavier Asensi said in a statement. “Our partnership with Lowe’s is another proof of attaining this ambition.”

The partnership also adds to Lowe’s existing collaboration with soccer and MLS through Charlotte FC, Lowe’s hometown club.

The league has an ongoing partnership with Lowe’s competitor, Home Depot, co-founded by Arthur Blank, the owner of Atlanta United. 

“This is an exciting opportunity for us to connect with our customers with a passion point that we know is highly important for them,” Soto said. “And that’s where soccer comes in. That’s why we are partnering now with Leo Messi.” 

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