Lowe’s deepens Inter Miami partnership with record MLS sleeve sponsorship

Lowe’s has secured the most valuable and longest-running jersey sleeve sponsorship in Major League Soccer history after expanding its partnership with reigning MLS Cup champions Inter Miami, reinforcing the club’s status as the league’s commercial outlier.

Under the expanded agreement, the US home improvement retailer will serve as Inter Miami’s jersey sleeve sponsor from the current season. A source familiar with the deal said it is the richest sleeve partnership in MLS history in both annual and total value, surpassing typical league benchmarks of $1m–$2m per season (€0.9m–€1.8m), although precise financial terms have not been disclosed.

The deal elevates Lowe’s to “Main Partner” status, placing it at the top tier of Inter Miami’s sponsorship portfolio alongside front-of-shirt partner Royal Caribbean, whose eight-figure annual agreement, understood to exceed $10m per year (€9.2m), set a league record when signed in 2024. Lowe’s will also retain its designation as the club’s official and exclusive home improvement partner and become a founding partner of Miami Freedom Park, Inter Miami’s new stadium and mixed-use development opening this season.

Inter Miami’s sponsorship valuations have shifted dramatically since the arrival of Lionel Messi in July 2023, with the club operating at a commercial level distinct from the rest of MLS. Lowe’s replaces Swiss freight forwarder Fracht Group on the sleeve, which had previously held what was believed to be the league’s richest sleeve deal. Discussions between Inter Miami and Fracht are ongoing regarding potential future involvement within Miami Freedom Park.

Beyond kit branding, the sponsorship includes Lowe’s role as presenting partner of the Dreams Cup, a youth football tournament in May featuring around 1,000 teams from Florida, across the US and internationally.

Read the full breakdown of the record-setting agreement in the original report.

(Photo credits to Liverpool FC’s official website)