Lidl first signed up as a sponsor for the men’s EHF Euro in 2018. (Credit: EHF/kolektiff)

German supermarket chain Lidl has renewed its deal to sponsor the men’s and women’s EHF European Handball Championship national teams tournament.

The company will serve as a commercial partner for the 2026 and 2028 editions – a total of four final tournaments. 

The extended deal was brokered by heavyweight sports marketing agency Infront, the European Handball Federation’s (EHF) exclusive media and marketing partner for the Euros.

Through the prolonged agreement, Lidl will continue to receive visibility across both TV and digital assets.

The supermarket chain will also activate the sponsorship by presenting the ‘Best Young Player’ award. 

The renewed deal will take Lidl’s sponsorship of the EHF’s flagship national team tournament to a decade, having first signed up for the men’s Euro in 2018.

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The next men’s EHF Euro will be held in Denmark, Sweden, and Norway from 15 January to 1 February 2026.

The next Women’s EHF Euro takes place from 3 to 20 December in Poland, Romania, Czechia, Slovakia, and Türkiye in the same year. 

The 2028 championships will take place in Spain, Portugal, Switzerland (men), and Norway, Denmark, Sweden (women). 

Martin Hausleitner, EHF secretary general, said: “With Lidl extending its partnership with the EHF Euros until 2028, we will be looking at a decade of successful cooperation between Lidl, Infront and the European Handball Federation.

“This underlines the strength of the European Championships as a powerful platform for our sponsors and partners to increase their brand exposure as well as for activation to reach handball fans across Europe and worldwide.” 

Michael Witta, Infront senior vice president of marketing sales and services, added: “Lidl’s renewed commitment underlines the value of long-term, purposeful partnerships in sport.

“By aligning with both the men’s and women’s EHF Euros through to 2028, Lidl is helping handball grow on and off the court. We’re proud to have brokered a deal that goes beyond branding and backs genuine impact.”