Lowe’s has partnered with the world’s best-known soccer player, Lionel Messi, and his MLS Club Inter Miami CF, for programs that spotlight Messi’s skills at assisting on the field. Members of both the MyLowe’s Rewards and MVPs Pro Rewards loyalty programs will receive an “assist” in the form of 100 points to bring them closer to their next reward. (Members must claim their points on their account dashboard by May 18.)
Messi also has become a member of Lowe’s Home Team, joining NFL and NBA athletes who have helped the home improvement retailer enhance communities around the country since 2020.
“Lionel Messi is the GOAT of the assist,” said Jen Wilson, SVP of Enterprise Brand and Marketing at Lowe’s in a statement. “Partnering with him is the perfect reflection of Lowe’s shared passion for assisting our customers, whether for their business or home.”
Lowe’s also will team up with CONMEBOL Copa América 2024 USA, the soccer tournament returning to the U.S. beginning June 20, 2024, with offerings including:
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- Ways for loyalty member to win more points every time Messi makes an assist during the tournament;
- Watch parties at select Lowe’s stores that will allow communities to enjoy the tournament on a big screen along with family-friendly soccer-themed activities;
- Lowe’s associates hosting kid-friendly build-your-own-soccer-goal workshops at these parties; and
- Pro Rewards loyalty members redeeming bonus points for signed Messi memorabilia (while supplies last).
“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, VP of Brand Marketing and Sports Partnerships at Lowe’s in a statement. “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.”
“Fútbol, much like home improvement, is all about teamwork and the assistance between people,” said Messi in a statement. “I am happy to partner with Lowe’s, a brand that understands the importance of collaboration and helping people succeed.”
