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Lowe’s teams with soccer great Lionel Messi in loyalty promotion

Lionel Messi
Lionel Messi is partnering with Lowe's. (Image courtesy of Lowe's)

Lowe’s is partnering with legendary pro soccer player Lionel Messi and his team to provide perks for its loyalty members.

The home improvement giant is launching a multi-year agreement with Messi, called the best soccer player in the world by some experts, and his Major League Soccer team Inter Miami CF and the upcoming CONMEBOL Copa América 2024 USA tournament.

Starting Thursday, April 18, 2024, all members of the recently introduced MyLowe's Rewards loyalty program for customers and the Lowe’s MVPs Pros Rewards for home improvement industry professionals will receive 100 bonus loyalty points. MyLowe's Rewards members must claim points on their account dashboard by Saturday, May 18, 2024.

As part of the new collaboration, Messi also becomes the first soccer player to join “Lowe’s Home Team,” an initiative to perform local community projects that is also supported by a number of NFL and NBA professional athletes. 

Meanwhile, the new partnership between Lowe's and Inter Miami will feature signage and in-stadium activations, community programming, ticket hospitality, and player appearances at Lowe's locations throughout the Miami market.


Other features of this new collaboration include:

  • Ways for loyalty members to win more points every time Messi makes an assist throughout the CONMEBOL tournament.
  • Select Lowe's stores will host CONMEBOL Copa América 2024 USA watch parties on a big screen, along with family-friendly soccer-themed activities. Lowe's associates will host kid-friendly, build-your-own soccer goal workshops at the watch parties.
  • Lowe's MVPs Pro Rewards loyalty members may redeem bonus points for signed Messi memorabilia with limited availability, while supplies last.

The partnerships add to Lowe's existing collaboration with the Charlotte FC Major League Soccer club based in Charlotte, N.C., the metro where Lowe’s is headquartered.

"Lionel Messi is the GOAT (greatest of all time) of the assist," said Jen Wilson, Lowe's senior VP of enterprise brand and marketing. "Partnering with him is the perfect reflection of Lowe's shared passion for assisting our customers, whether for their business or home."

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

"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 VP 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."

"Inter Miami has worked towards becoming a global reference point of fútbol, so that when people think of fútbol, they think of Inter Miami," said Inter Miami CF chief business officer, Xavier Asensi. "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."

Based in Mooresville, N.C., Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. 

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