Inter Miami F Lionel Messi has inked a “multiyear agreement” with Lowe’s, which has also formed ties with the squad 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” that includes Cowboys quarterback Dak Prescott and Chiefs tight end Travis Kelce. 

Gerardo Soto, Lowe’s VP/Brand Marketing and Sports, stated, “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 begin the collaboration, Lowe’s and Messi will “assist” Lowe’s loyalty clients with additional benefits. 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 engagement with Inter Miami will include “signage and in-stadium activations, community programming, ticket hospitality, and player appearances” in South Florida.