Industry Insight: The Power of Play: Creating Meaningful Brand Connections Thru Youth Sports Access - BIS 2026 · 19:12

In this conversation, Nicole McCormack (TeamSnap) sits down with Katie Moore (Lowe’s) to explore how youth sports—especially soccer—are reshaping the future of sports marketing. From leveraging global moments to investing in local communities, Lowe’s shares how they’re showing up authentically where it matters most: with families, kids, and communities. As soccer continues to grow in the U.S., this discussion highlights why youth participation—not just professional leagues—is the key to building lifelong brand affinity. You’ll learn how Lowe’s strategy goes beyond sponsorships, focusing on meaningful engagement, digital integration, and real community impact. Featured Speakers: Katie Moore, Manager, Sports Brand Marketing, Lowe’s Moderator: Nicole McCormack, Senior Vice President & General Manager, Brand Solutions, TeamSnap 00:00 – Introduction & Speakers 01:01 – Shift in Sports Sponsorship (From Logos to Purpose) 01:24 – Why Lowe’s Invested in Soccer 02:34 – Reaching Diverse & Younger Audiences 03:01 – Youth Soccer Participation Growth 03:26 – Beyond Messi: Building Authentic Engagement 04:14 – Sustaining Momentum in Youth Soccer 04:51 – Connecting Before, During & After Big Moments 05:50 – Lowe’s Youth Soccer Program Overview 07:07 – Scale: 180 Leagues & Community Impact 08:10 – Making Sponsorships Meaningful (Beyond Logos) 10:56 – Digital Strategy & Loyalty Programs 11:40 – TeamSnap Integration & Always-On Presence 12:17 – Building Brand Preference & Loyalty 13:42 – Measuring Impact: Purpose vs Performance 15:08 – Challenges in Youth Sports Marketing 16:37 – Advice for Brands Entering Youth Sports 17:23 – “Every Saturday is Game Day” (Scale Insight) 18:01 – Future of Sports Marketing Ecosystems 18:42 – Key Takeaways: Purpose-Driven Brand Growth 19:09 – Closing Remarks

June 10, 2026