Lowe’s is Delivering a Hat Trick for Soccer Fans With Lionel Messi [Video]

In episode 458 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gerardo Soto, vice president of brand marketing and sports partnerships at Lowe’s, a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. Listen in as Soto details the retailer’s partnership with global soccer star Lionel Messi, his club Inter Miami CF and this summer’s CONMEBOL Copa América 2024 USA™ tournament (1:10). He discusses what Lowe’s looks for in sports partnerships and why Messi a great fit (5:35), as well as the home improvement retailer’s marketing strategy around the partnership (9:00).

In addition, Soto shares the perks for loyalty members as a result of this recently announced partnership (14:20), the metrics the retailer uses to measure partnership success (17:35) and the impact of sports partnerships for Lowe’s (19:05). Lastly, he touches on how Lowe’s continuously identifies athletes to explore new partnership opportunities (22:05), including ensuring the retailer innovates alongside …