Lidl, the German supermarket chain, has extended its global partnership with the International Handball Federation (IHF), through 2030.
This renewal will see the retailer retain its position as official fresh food partner of the IHF World Championships.
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The extension of the contract covers the 2027 and 2029 IHF Women's and Men's Handball World Championships, as well as the U20 Women's and U21 Men's World Championships.
The 2027 Men's Handball World Championships will take place from January 13 to 31 in Germany, while the women’s edition will be played later in the year, between November 30 and December 19 in Hungary.
The partnership was brokered by international sports marketing agency Sportfive, which has a contract to exclusively sell global media and marketing rights for all IHF World Championships until 2031.
In early 2027, the long-standing partnership between Lidl and the IHF will reach 10 years.
Robert Müller von Vultejus, chief growth officer at Sportfive, said: “With its global reach, passionate fanbase, and continuously growing international profile, handball offers brands a uniquely powerful platform for engagement.
“Lidl has made impressive use of this opportunity in recent years, bringing the partnership to life through consistent and meaningful activation. Extending this collaboration through 2030 is a strong endorsement of the sport’s momentum and the value of the IHF World Championships as a global marketing platform.”
Lidl is one of the most prominent sponsors in handball and also has a partnership with the European Handball Federation (EHF) for the men’s and women’s European Championships in 2026 and 2028, as well as the qualifying matches and the Men’s EHF Euro Cup.
At a national level, Lidl also supports the men’s and women’s national federations in Germany, Denmark, France, Croatia, Sweden, Slovenia and Austria.
