Lidl has renewed its position as an official partner of the UEFA Europa League and the UEFA Conference League for the 2025-26 season, following what it described as “outstanding fan engagement” during last year’s campaigns.
The retailer’s activations in 2024-25 were among the most visible across European football. Over the course of 342 matchdays in 36 countries and involving 72 clubs, Lidl distributed more than 18,000 portions of fresh fruit to fans, provided 4,685 match tickets to customers and community groups, and gave 7,524 children the chance to join players on the pitch through the Lidl Kids Team programme. According to Nielsen Sports, these efforts helped make Lidl the most prominent sponsor across both competitions.
For the new season, Lidl will expand these initiatives, continuing to offer free tickets, promote healthier eating at stadiums, and deliver more opportunities for children to experience matchday from inside the tunnel. The company underlined that its strategy goes beyond brand exposure, with a focus on accessibility, inclusivity, and encouraging healthier lifestyles through football.
Commenting on the occasion, Martin Brandenburger, CEO & Chairman of the Board at Lidl Cyprus, said, ”Through our collaboration last season, we successfully engaged families from Lidl countries across Europe, making football more inclusive and accessible. As we continue this partnership, our focus remains on fostering healthy living, community engagement, and meaningful experiences on and off the field.”
The UEFA Europa League and UEFA Conference League are among the continent’s most-watched tournaments, with Lidl’s branding and activations set to enjoy extensive coverage across global broadcast and digital platforms throughout 2025-26.
The football itself promises equally strong engagement. The Europa League league phase begins on September 24, with Aston Villa, Roma, Real Betis, and Celtic among the leading contenders. The Conference League follows on October 2, highlighted by Crystal Palace’s European debut alongside established names such as Fiorentina, Shakhtar Donetsk, and AZ Alkmaar. The season will culminate with the Europa League final in Istanbul on May 20, 2026, and the Conference League final in Leipzig on May 27, 2026.
