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September 27, 2021

Lidl and EHF in Infront-brokered extension through 2024 Euros

Lidl, the German supermarket chain, has extended its commercial relationship with the European Handball Federation for the next two editions – next year and then in 2024 – of the Men’s EHF European Championships.

By Euan Cunningham

Lidl, the German supermarket chain, has extended its commercial relationship with the European Handball Federation for the next two editions – next year and then in 2024 – of the Men’s EHF European Championships.

In a partnership renewal brokered by Infront, the sports marketing agency that is the sole distributor of EHF commercial rights until at least 2030, Lidl will continue as the EHF Euros’ fresh food partner for the next two biennial tournaments.

The brand first became an EHF Euro sponsor in 2017 (ahead of the 2018 tournament), continuing in that role for the 2020 edition.

The partnership extension will mean Lidl’s logo will continue to have exposure on LED boards, floor stickers and interview backdrops at the upcoming tournaments.

The Lidl Fan Sofa will also return, “providing selected fans one of the best views in the stadium through a dedicated and exclusive seating area within the stands for all matches.”

The 2022 Men’s EHF Euros will take place in Slovakia between 13 and 30 January, while the 2024 tournament will be held in Germany, starting on 10 January that year.

Martin Hausleitner, secretary-general of the EHF, has said: “I’m delighted that our long-lasting cooperation with Lidl continues until 2024. It is another proof that the Men’s EHF Euro is a great platform for our sponsors and partners to increase their brand exposure as well as for activation to reach handball fans across Europe and worldwide.”

This is one of the first commercial deals that Infront has facilitated under the terms of its new agreement with the EHF, which starts with the 2022 tournament, and entails the agency holding all sponsorship rights (to both the Euros and the EHF’s club competitions) through until after the 2030 edition, in an arrangement worth nearly €600 million ($724 million) in total.

That agreement also includes over-the-top streaming service DAZN, which has become the EHF’s main media partner for the 10-year partnership.

For the 2020 Euros, Lidl was one of eight main sponsors (also found by Infront, which had a previous deal in place with the EHF).

The others for that tournament were: Unibet, Bauhaus, Liqui Moly, Grundfos, Gorenje, Engelbert Strauss and Intersport.

In May, meanwhile, it was reported that the EHF had received four bids, covering seven countries, for the 2026 and 2028 editions of its Euros.

The Scandinavian trio of Sweden, Norway and Denmark have united for the first time and submitted bids for the men's and women's championships in both years, while Switzerland, which hosted the men's event in 2006, has applied for the 2026 and 2028 editions of the Men's Euros.

Russia has also submitted a bid for the Women's EHF Euro in 2026, while Spain and Portugal are jointly bidding for the Men's EHF Euro in 2028.

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