Messi joined the Lowe’s Home Team of NFL and NBA athlete endorsers as the brand partners with Inter Miami during Copa América. As a result, Lowe’s loyalty club members earn 10 times as many points when Messi assists on a goal during the tournament.
Certain Lowe’s locations also hosted Copa América watch parties, while Lowe’s red vest associates helped kids build their own soccer goals.
Mastercard
A longtime sponsor of Copa América, Mastercard went into the tournament with multiple campaigns across regions and languages. It recruited actor Cristo Fernandez from the Apple TV+ series Ted Lasso to infuse its commercials with some Dani Rojas-level intensity.
The brand also featured Messi in a longform ad, “Giving Back,” that shows him paying forward the multiple times clerks and shopkeepers have given him items for free. Messi noted in a Q&A with Mastercard that this happened to him in a restaurant in Argentina, with the owner refusing to take payment, which made him more appreciative of that restaurant owner as a fan.
“This ad highlights the love fans and small business have shown me over the years and how much I want to pay them back with gratitude,” Messi said. “It’s me who was truly appreciative for his support, and the support of all my fans, over the years. I’m deeply touched by their love and generosity, and when Mastercard presented the idea, I immediately jumped on board.”
Michelob Ultra
The official global beer sponsor of Copa América finds itself in a tough position: It supports the U.S. Men’s National Team, but also the Mexico Men’s National Team. What do you do?
Sell to everyone.
Along with its “Summer of TeamUSA” messaging, Michelob Ultra is touting its Ultra Pitchside platform that includes Copa América hospitality packages, merch signed by Michelob Ultra Super Bowl pitchman Lionel Messi and tickets to Copa América matches.
And while it’s launched a limited-edition apparel collaboration with fellow Copa América sponsor Puma and U.S. Men’s National Team captain and AC Milan midfielder Christian Pulisic, its packaging for the tournament features both the U.S. and Mexico shield logos. It’s a smart play, as Michelob Ultra’s soccer commitments run through the World Cup in 2026 and the Los Angeles Olympic Games in 2028.
Puma
We gave away Pulisic’s role in Puma’s Copa campaign, but he’s just part of the apparel brand’s multi-year partnership with Conmebol, its creation of the official Copa América match ball—the Cumbre—and its own run-up to World Cup 2026 that also included this year’s Euros.
