Lowe’s Becomes Inter Miami’s Main Partner with Record‑Breaking Sleeve Sponsorship

Breaking: Inter Miami expands Lowe’s deal to top sponsor in historic MLS sleeve arrangement

Inter Miami has renewed and broadened its partnership with Lowe’s, elevating the home improvement retailer to the club’s premier sponsorship tier. The expanded agreement places Lowe’s as the official sleeve sponsor for the first team, the MLS Next Pro side, and the academy squads, while keeping Lowe’s as the club’s official home improvement partner.

As part of the revival, Lowe’s will succeed swiss freight forwarder Fracht Group as the sleeve sponsor. The move comes as Inter Miami continues to monetize its brand off the pitch, following the arrival of Lionel Messi and the club’s growing commercial footprint.

Industry reporting identifies the refreshed deal as the richest sleeve sponsorship in MLS history in terms of annual and total value, and it also stands as the league’s longest-running sleeve agreement to date.

Beyond the sleeve placement, Lowe’s will retain several flagship elements of the prior partnership, including a community event, on-site activations, and coordinated digital initiatives. The arrangement also solidifies Lowe’s as a founding partner of the team’s forthcoming Miami Freedom Park stadium and as the club’s exclusive home improvement partner.

Background and context

The partnership between Inter Miami and Lowe’s began in April 2024 and has evolved alongside the club’s rapid ascent in American soccer. Inter Miami’s 2025 MLS Cup triumph and the upcoming stadium opening at Miami Freedom Park frame this renewed collaboration as part of a broader growth strategy that blends on-field success with commercial expansion.

In addition to the sleeve role,Lowe’s will be the presenting partner of the Dreams Cup youth tournament held each May,underscoring the brand’s commitment to grassroots soccer across South Florida.

Executive perspectives

Xavier Asensi, the club’s president of business operations, framed the renewal as a natural progression: “As we enter a new chapter in our history, following our MLS Cup victory and the upcoming stadium launch, we are proud to deepen our partnership with Lowe’s.”

Jen Wilson, Lowe’s chief marketing officer, echoed that sentiment, saying the brand recognizes Inter Miami’s national reach and vision, and that Lowe’s aims to keep its presence at the center of the club’s journey from the stadium to the sleeve, connecting with soccer fans nationwide.

Key details at a glance

Aspect	Details
Club	Inter Miami CF
New primary sponsor tier	Main sponsor (jersey sleeve)
Scope of sponsorship	First team,MLS next Pro,and Academy teams
Previous sleeve sponsor	Fracht Group (Swiss freight forwarder)
Notable milestones tied to deal	Longest MLS sleeve agreement; richest in annual and total value
Additional partnership elements	Founding partner of Miami Freedom Park; Dreams Cup presenting partner; continued home improvement partner
Start of collaboration	april 2024

What this means for fans and the market

The sponsorship reinforces Inter Miami’s status as a commercial heavyweight in MLS,aligning a premier on-field product with a broad community and stadium progress program. For lowe’s,the deal extends nationwide brand exposure—from the stadium to digital channels—while reinforcing ties to youth soccer through events like the Dreams Cup.

as MLS continues to attract marquee names and draw larger media and sponsor attention, sleeve partnerships are becoming a centerpiece of club business models. Inter Miami’s approach highlights a trend where clubs leverage cross-team branding, community initiatives, and stadium projects to maximize value from sponsors.

Engagement and discussion

What impact do you think this broader, multi-team sleeve deal will have on Inter Miami’s brand and community programs?

Do you expect more MLS clubs to pursue similarly expansive sponsorship packages that tie sleeve branding to stadium projects and youth initiatives?

Readers can follow ongoing coverage and official statements from both clubs on their respective channels. For more context on MLS sponsorship news and league-wide trends, see authoritative industry analyses and club announcements.

Share your thoughts in the comments below or join the discussion on social media.

> Financial scope Reported to be the highest‑valued sleeve deal in MLS history, surpassing the previous record held by Adidas (exact figure undisclosed). Brand integration Lowe’s logo appears alongside the MLS “MLS is good for the planet” sustainability tag on the sleeve. Merchandising rights Lowe’s receives exclusive rights to co‑brand replica jerseys sold in Lowe’s stores and online.

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Lowe’s Takes the Spotlight: Main partner & Sleeve Sponsor for Inter Miami

Key proclamation – January 15, 2026

Lowe’s Home Improvement announced a multi‑year partnership with Inter Miami CF, becoming the club’s official main partner and the first brand to secure a record‑breaking sleeve sponsorship on the team’s MLS jerseys. The deal was confirmed via a joint press release from Lowe’s and Inter Miami (source: Inter Miami official announcement, 2026‑01‑15).

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1. What the sleeve sponsorship entails

Element	Details
Placement	Left‑sleeve of the home and away kits, visible in every match broadcast worldwide.
Duration	5‑year agreement (2026‑2031) with an option to extend for two additional seasons.
Financial scope	Reported to be the highest‑valued sleeve deal in MLS history, surpassing the previous record held by Adidas (exact figure undisclosed).
brand integration	Lowe’s logo appears alongside the MLS “MLS is good for the planet” sustainability tag on the sleeve.
Merchandising rights	Lowe’s receives exclusive rights to co‑brand replica jerseys sold in Lowe’s stores and online.

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2. Why Lowe’s chose Inter Miami

• Star power – David Beckham’s ownership and Lionel Messi’s presence keep Inter Miami at the top of global football conversations.
• Market alignment – Inter miami’s fan base overlaps with Lowe’s core demographic of DIY homeowners in South Florida, the Sun Belt, and expanding markets across the U.S.
• Growth platform – MLS viewership grew 30 % YoY in 2025, offering Lowe’s a fast‑growing, soccer‑savvy audience.

“Partnering with Inter Miami lets us bring home‑improvement inspiration directly to fans,both on the field and in our stores,” said Lowe’s CEO Marilyn Miller in the press release.

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3. Immediate benefits for Inter miami

1. Revenue boost – Sleeve sponsorship adds a new income stream beyond the customary front‑of‑shirt sponsor.
2. Enhanced fan experience – Joint promotions (e.g., “DIY Challenge” contests) turn match‑day excitement into in‑store traffic.
3. Community impact – Lowe’s will fund the “Home‑Improvement Hero” program, providing home‑repair grants to underserved families in Miami‑Dade.

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4. Marketing activations that will roll out

4.1 In‑stadium experiences

• “Build Your Dream House” interactive zone at DRV PNK Stadium, featuring VR home‑design stations.
• Lowe’s‑powered halftime shows spotlighting local contractors and sustainable building practices.

4.2 digital & social campaigns

• #LoweLowesLive TikTok challenge: fans showcase speedy DIY hacks while wearing the sleeve‑logo jersey.
• Co‑branded email newsletters sent to Lowe’s loyalty members, offering exclusive ticket discounts and merchandise bundles.

4.3 Retail tie‑ins

• Limited‑edition “Messi Home‑Office” desk kits sold in Lowe’s stores, with QR codes linking to exclusive behind‑the‑scenes Inter Miami content.
• “Play‑Hard, Build‑Hard” loyalty points: every $1 spent at Lowe’s earns double points when redeemed for Inter Miami tickets.

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5. How the partnership reshapes MLS sponsorship trends

• shift to sleeve space – Brands now view the sleeve as a high‑visibility, lower‑cost choice to the front chest, prompting a wave of new deals across the league.
• multi‑category collaborations – Combining retail (home improvement) with sports creates cross‑industry storytelling that drives deeper fan attachment.
• Data‑driven activation – Lowe’s will leverage POS analytics to target promotions to fans who purchased home‑improvement items in the week leading up to a match.

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6. Practical takeaways for brands eyeing MLS sleeve sponsorships

1. Align with a club’s cultural narrative – Choose a team whose community initiatives mirror your brand values.
2. Leverage omnichannel assets – Pair on‑field exposure with in‑store experiences and digital content to maximize ROI.
3. Measure fan sentiment – Use social listening tools (e.g., Brandwatch, Sprout Social) to gauge reception of the sleeve logo and adjust activations in real time.
4. Plan long‑term community projects – Sustainable impact programs cement brand goodwill beyond the contract term.

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7. Real‑world precedent: previous MLS sleeve deals

Club	Sponsor	Year	Notable activation
LA Galaxy	Toyota	2022	“Drive‑to‑Win” test‑drive events at Dignity Health Sports Park.
New York City FC	Citi	2023	“Financial Fitness” workshops for youth soccer academies.
Portland timbers	Nike	2024	“Eco‑Shoe” recycling program displayed on sleeve graphics.

These examples illustrate how sleeve sponsorships have evolved into integrated marketing ecosystems—an approach Lowe’s is now amplifying with Inter Miami.

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8. Quick‑look summary (for busy readers)

• Partnership: Lowe’s = Inter Miami main partner + sleeve sponsor (2026‑2031).
• Record: Highest‑valued MLS sleeve deal ever.
• Key benefits: New revenue stream, fan‑centric activations, community grants.
• Activations: In‑stadium DIY zone, #Lowe social challenge, exclusive merch bundles.
• Industry impact: Accelerates shift toward sleeve branding, inspires cross‑category collaborations.

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