Lidl, the German-based international supermarket chain, has struck a new long-term strategic partnership with European soccer governing body UEFA covering its men’s and women’s national team competitions.
Already a partner of the UEFA Women’s European Championships in a five-year deal running through the 2029 edition, Lidl will now also support UEFA’s men’s tournaments over the same period.
UEFA has categorized this agreement as a first-ever ‘strategic corporate partnership’.
This will include the UEFA Euro 2028 competition, to be held across the UK and Ireland, qualifiers for that tournament, qualifiers for the 2030 FIFA World Cup tournament, the UEFA U-21 European Championships in 2027 and 2029, and the regional UEFA Nations League in 2027 and 2029.
Primarily, this multi-year commercial deal will be focused on grassroots soccer development efforts, with Lidl partnering with UEFA’s in-school training efforts, but at the professional level will see Lidl retaining prominent branding across UEFA competitions.
Lidl previously sponsored 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.
With this agreement, the company now ties up all of UEFA’s national team competition inventory through the end of the decade.
The deal, signed with Lidl owner Schwarz Group, also includes the PreZero environmental services company.
Speaking on the agreement, Lidl International, chief customer officer Jens Theimer said: “We are further developing our collaboration with UEFA in such a targeted manner and are creating sustainable added value for society with the first strategic partnership of UEFA.”
Guy-Laurent Epstein, UEFA marketing director, added: “We are delighted to welcome the Schwarz Group as our first strategic corporate partner. Together, we are combining our strengths to shape the future of European football in a sustainable, responsible, and competitive way.
“Together with Lidl, we will use the power of football to bring the passion for physical activity and conscious nutrition beyond professional sport into grassroots football.”
