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5 Ways The Lowe's Messi Partnership Is Reshaping Home Improvement And Soccer Fandom

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The collaboration between home improvement giant Lowe's and global soccer icon Lionel Messi is far more than a simple endorsement deal; it is a multiyear, multi-platform strategic partnership that continues to evolve in December 2025. This massive campaign, anchored by the star's role as the first-ever soccer player on the "Lowe's Home Team," has successfully blended sports fandom with DIY culture, reaching millions of consumers through innovative initiatives like the "Messi Soccer Shootout" workshop, the "Celebrate the Assist" loyalty program, and a powerful presence at major tournaments.

The campaign, which kicked off in 2024, is designed to capture the hearts and minds of consumers by tapping into the shared passion for soccer, specifically targeting the growing U.S. market. The "Soccer Shootout" event, a family-friendly initiative, is just one of the many creative ways Lowe's is leveraging the partnership to drive in-store engagement and topical authority in the sports marketing space.

Lionel Messi: A Brief Biography and Career Profile

Lionel Andrés "Leo" Messi is universally regarded as one of the greatest football players in the history of the sport. His journey from a young talent in Argentina to a global superstar is the foundation of his immense commercial appeal.

  • Full Name: Lionel Andrés Messi
  • Born: June 24, 1987
  • Birthplace: Rosario, Santa Fe, Argentina
  • Early Career Challenge: As a child, Messi was diagnosed with a growth hormone deficiency, which required costly treatment that eventually led to his move to Spain.
  • Club Career Highlights: He joined FC Barcelona at age 13, where he spent the majority of his professional career, winning numerous titles including multiple UEFA Champions Leagues and La Liga championships.
  • Current Club: Inter Miami CF (Major League Soccer - MLS)
  • National Team: Captain of the Argentina national team, with whom he won the FIFA World Cup in 2022 and the CONMEBOL Copa América.
  • Lowe's Role: Member of the Lowe's Home Team (first soccer player and first Hispanic athlete).

The "Hat Trick" Partnership: Inter Miami, Copa América, and The Home Team

Lowe's strategic move into the soccer world was not a single deal but a "hat trick" of partnerships announced in 2024, solidifying their commitment to the sport for years to come. This multiyear investment includes a direct sponsorship with Messi, a club partnership with Inter Miami CF, and a major tournament sponsorship with CONMEBOL Copa América 2024 USA™.

1. The Lowe's Home Team: Expanding Beyond NFL and NBA

The cornerstone of the campaign is Messi's inclusion in the prestigious Lowe's Home Team. This lineup traditionally featured top-tier NFL and NBA athletes, making Messi's addition a significant statement about the retailer's pivot toward the rapidly growing U.S. soccer fan base.

The philosophy of the Home Team is to associate the hard work and dedication of professional athletes with the commitment of DIY customers and home improvement professionals. Messi, known for his relentless work ethic and precision, perfectly embodies this ethos. Other notable members of the Lowe's Home Team have included NFL stars like Dak Prescott, Bryce Young, C.J. Stroud, and Kelvin Beachum, showcasing a diverse roster of top talent.

2. The "Celebrate the Assist" Loyalty Campaign

To directly engage its customer base during the high-profile CONMEBOL Copa América 2024 tournament, Lowe's launched the "Celebrate the Assist" campaign. This initiative cleverly tied Messi's on-field performance to tangible rewards for loyalty program members.

The core mechanic was simple and exciting: loyalty members could win bonus points every time the Argentine superstar registered an assist during the tournament. This not only created buzz but also gave fans a direct, vested interest in watching the games and celebrating Messi's selfless play. The campaign, developed by Dentsu Creative, was highly effective in driving engagement and showcasing Lowe's commitment to rewarding its loyal customers with unique sports-related benefits.

3. The "Messi Soccer Shootout" DIY Kids Workshop

The "Messi Soccer Shootout" is perhaps the most direct and family-friendly component of the entire partnership. It is a free, in-store Kids Workshop designed to introduce children to soccer and DIY skills simultaneously.

During the workshop, children are given a kit to build their own mini soccer game, often including a goal or target and a small ball. This event serves multiple purposes:

  • Skill Development: It helps children practice coordination and fine motor skills through the process of building the wooden kit.
  • In-Store Traffic: It drives parents and children into Lowe's stores, increasing foot traffic and exposure to the brand's products.
  • Brand Association: It creates a positive, hands-on association between the Lowe's brand, the fun of soccer, and the global appeal of Lionel Messi.
  • Recurring Events: These workshops are often scheduled on an annual basis, with specific dates like the one mentioned for July 19, 2025, suggesting a recurring summer event in the partnership's calendar.

These DIY workshops, which also include other themed build-and-grow projects, reinforce Lowe's commitment to community engagement and educational activities for families, using the power of the Messi brand to elevate the experience.

4. The Scavenger Hunt and Memorabilia Giveaways

Beyond the "Soccer Shootout" workshop, Lowe's has utilized other in-store promotional activities to maximize the partnership's reach. A "Mini Messi scavenger hunt" was introduced, running through mid-July during the height of the 2024 soccer season.

This initiative encouraged customers to explore the store while searching for hidden "Mini Messi" items, with the ultimate goal of winning major prizes. Rewards for various promotions have included:

  • League Cup tickets
  • Authentic Messi memorabilia
  • Exclusive branded merchandise and patches (often included with the DIY kits)

These fan-engagement strategies ensure that the partnership extends beyond television commercials and into physical retail spaces, creating memorable shopping experiences.

5. The Future of the Partnership: 2025 and Beyond

The Lowe's and Lionel Messi partnership is a multiyear agreement, confirming its longevity and continued relevance into 2025 and beyond. The company has already expressed optimism regarding the early returns on the campaign, citing positive results and a clear path for future activations.

As confirmed by Lowe's corporate communications, the marketing partnership with Messi is a key component of their strategy moving forward. The continuation of the partnership is expected to include:

  • New Commercial Spots: Fresh advertising content featuring Messi, with new spots anticipated as early as Q2 2025.
  • Continued Soccer Clinics: Further community outreach through Messi-themed soccer clinics.
  • Anticipation for 2026: Leveraging the momentum as the U.S. approaches the 2026 FIFA World Cup, even though Lowe's is not an official World Cup sponsor.
  • Ongoing Loyalty Rewards: Further integration of performance-based rewards for loyalty members, similar to the successful "Celebrate the Assist" model.

The comprehensive nature of this collaboration—encompassing the family-focused "Messi Soccer Shootout," high-stakes tournament sponsorship, and direct loyalty rewards—positions Lowe's as a serious and long-term player in the North American soccer landscape. The campaign's success is a testament to the power of aligning a global sports icon with a major retail brand through fresh, interactive, and customer-centric initiatives.

lowes messi soccer shootout
lowes messi soccer shootout

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