September 3 – German food chain Lidl has expanded its relationship with UEFA becoming an official global sponsor of the Europa League and Conference League for the three-season cycle starting 2024/25 and ending with the 2026/27 season.
The new agreement builds on the successful sponsorship programme that saw European football’s governing body partner with Lidl for EURO 2024.
As part of its expanded collaboration, Lidl will roll out its Lidl Kids Team initiative across 30 European countries where it operates. The programme offers children aged six to ten the opportunity to serve as official Player Mascots for matches in these competitions as part of an effort to inspire the next generation worldwide to lead more active lifestyles.
Guy-Laurent Epstein, UEFA marketing director, said: “We are delighted to build on our successful partnership with Lidl during UEFA EURO 2024 this summer as we welcome them as an official global sponsor of the UEFA Europa League and UEFA Europa Conference League. Lidl is one of the leading food retailers in Europe, with a significant international presence, and we are excited to work together to bring the dynamism and vibrancy of European football to even more fans. Together, we look forward to creating a positive social impact through the power of football.”
The newly expanded 36-team UEFA Europa League kicks off its league phase with Matchday 1 on 25 September, while the UEFA Conference League, also featuring 36 clubs, begins on 3 October.
The new format and increased number of teams and matches that have also increased the geographical spread have made for a compelling sponsorship pitch on a pan-European level.
Dr. Jennifer Cords, Senior Vice President for Corporate Affairs at Lidl International, added: “We as a company are closely connected to Europe – born 51 years ago in the heart of Europe, Lidl is now present in over 30 countries. At Lidl, our core beliefs are linked to our international CSR strategy and therefore international collaboration is fundamental to inspire and promote conscious nutrition and an active lifestyle to all.”
Contact the writer of this story, Harry Ewing, at moc.l1734951145labto1734951145ofdlr1734951145owedi1734951145sni@g1734951145niwe.1734951145yrrah1734951145