Lowe’s, a US home improvement firm, has been brought on board as a new partner of the Concacaf Champions Cup, the premier clubs competition for soccer teams in North and Central America, as well as the Caribbean.
Through a tie-up unveiled today and facilitated by the Soccer United Marketing (SUM) Concacaf commercial partner, Lowe’s becomes the official home improvement retailer of this year's edition of the Champions Cup.
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The 27-club 2025 Champions Cup takes the form of a five-round knockout stage, which got underway in early February and is currently at the quarter-final stage.
For Lowe’s, the brand comes on board as a Concacaf sponsor at a time when the commercial appeal of soccer in North America is growing exponentially.
The US will host the 32-team FIFA Club World Cup in June and July, while mid-2026 will see one of the sport’s most iconic properties, the FIFA men's World Cup, staged across Mexico, the US, and Canada.
Philippe Moggio, general secretary of Concacaf, has now said: “This collaboration reflects our shared commitment to bringing fans closer to the game while enhancing the overall experience of our region’s most prestigious men’s club tournament. We look forward to working together to celebrate the love for our game and the passion that soccer inspires across our region.”
In terms of recent Concacaf commercial activity, late last month a deal covering the Nations League Finals men’s national teams competition was announced with US fantasy sports platform Underdog.
March also saw a tie-up with international sports data technology provider Stats Perform unveiled.
Gerardo Soto, Lowe’s vice president of brand marketing, added: “We are thrilled to partner with Concacaf, an organization that shares our passion for soccer and recognizes the importance of our customers’ continuous loyalty, especially for their favorite teams.”
