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Supermarket chain Lidl will be an official partner Uefa’s men’s national team competitions as part of a wider partnership between its parent company Schwarz Group and European soccer’s governing body.
Key details:
- Lidl’s five-year deal until 2030 includes Uefa Euro 2028 in the UK and Ireland
- Partnership will also provide support for Uefa’s grassroots initiatives
- Schwarz Group brand PreZero to also support Uefa’s sustainability practices
Context:
Lidl has been a prominent backer for Uefa competitions in recent years, sponsoring Uefa Euro 2024 in Germany and supporting the Europa League and Conference League club competitions.
Last year, the food retailer became a sponsor of Uefa’s women’s national team competitions, with the five-year commitment including the Uefa Women’s Euro 2029 tournament.
The new collaboration with Lidl is part of a wider long-term partnership between Uefa and the Schwarz Group, which becomes the confederation’s first ‘strategic corporate partner’.
Comment:
“We are delighted to welcome the companies of Schwarz Group as our first strategic corporate partner,” said Guy-Laurent Epstein, Uefa executive director of marketing. “Together, we are combining our strengths to shape the future of European football in a sustainable, responsible and competitive way.
“Alongside Lidl, we will leverage the power of football to bring the passion for exercise and conscious nutrition beyond professional sports into grassroots sports.”
“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 corporate partnership of Uefa,” added Jens Thiemer, chief customer officer for Lidl International.
Sponsorship remains the most powerful commercial force in sport, yet as investments soar, the ROI gap widens. This April, SportsPro London will deliver frameworks for proving impact beyond logo placement. Learn more here.