International grocery chain Lidl has deepened and extended its involvement with top-tier women's soccer in Europe, by signing a five-year tie-up with UEFA, the sport's governing body on the continent.

Following the two parties' tie-up covering the 2025 edition of the UEFA Women's European Championships in Switzerland, Lidl has now secured partnership rights to the 2029 tournament (which has not yet had a host nation allocated).

In addition, the brand will sponsor the 2025, 2027, and 2029 editions of the UEFA Women's Nations League, as well as UEFA's range of women's European qualifying games.

One aspect of the deal, in terms of activation, will be the Lidl Kids Team player mascot program, which will take place again at the 2029 Women's Euro after being a feature of this year's tournament.

In 2017, UEFA separated its women’s sponsorship packages from those for the men’s game for the first time.

Other current UEFA women's soccer official sponsors include Adidas, Amazon, Lay's, and Vodafone.

For the UEFA Women's Champions League club competition, meanwhile, the list of partners also includes Euronics, Heineken, and PlayStation.

In terms of its previous tie-ups with UEFA, Lidl was also a sponsor of the men’s Euro 2024 tournament, held in Germany last year, while the brand is also a partner of the body’s Europa League and Conference League second and third-tier men’s club competitions. GlobalData has valued that deal at $30 million in total.

There are four bids in for hosting rights to the Women's Euro in 2029 - Denmark and Sweden (a joint bid), Germany, Poland, and Portugal.

UEFA will appoint the host(s) of the tournament at its executive committee meeting in Nyon, Switzerland, on December 3.