Roger Hampel
Lowe's Home Improvement has made a significant leap into the sports marketing arena through a strategic collaboration with Lionel Messi, Major League Soccer's Inter Miami CF, and the CONMEBOL Copa América 2024 USA™. This partnership is not just a branding exercise but a well-thought-out strategy to engage deeply with fútbol fans by leveraging the universal appeal of Messi, arguably the greatest fútbol player of all time.
Messi Joins Lowe's Home Team
In an unprecedented move, Lionel Messi has been inducted as the first fútbol player into Lowe’s Home Team, traditionally composed of top NFL and NBA stars. This historic inclusion underscores Messi's global influence and the shift in Lowe's marketing strategy towards embracing a wider international audience. Messi's role will involve participating in community improvement initiatives, further solidifying Lowe's commitment to community and sport.
Exclusive Benefits for Lowe’s Loyalty Members Inter Miami Lowe's
To mark the beginning of this collaboration, Lowe's is offering its loyalty members exclusive perks. Starting today, loyalty members can gain additional points through the new MyLowe's Rewards and Lowe’s MVPs Pro Rewards programs. These points can be claimed and used towards valuable rewards, enhancing customer engagement and loyalty.
Building Community with Inter Miami CF
Inter Miami CF has rapidly positioned itself at the heart of North American fútbol culture. The partnership with Lowe’s aims to amplify this position through various in-stadium activations, community events, and player appearances, effectively turning fútbol matches into hubs of community interaction.
Celebrating Copa América with Lowe's
As the 2024 CONMEBOL Copa América approaches, Lowe's is set to roll out several initiatives to celebrate this major sporting event, including watch parties at select stores and fútbol-themed family activities. These events are designed to bring the community together and enrich the fútbol viewing experience, creating a festive atmosphere that goes beyond just watching a game.
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