UEFA, European football’s governing body, has announced a partnership extension with the German retail store entity, Lidl, through 2030.
Following its success in promoting EURO 2025 in Switzerland, the German outlet will remain an official partner of UEFA’s premier international women’s competition in 2029, as well as sponsor the UEFA Women’s Nations League and UEFA Women’s European Qualifiers in 2025, 2027, and 2029, respectively.
The arrangement reinforces the foundation of an existing successful cooperation. In men’s football, Lidl has collaborated with both the UEFA Europa League and the Conference League until 2027, and a successful EURO 2024 deal established the brand as the tournament’s most prominent partner.
The new deal strengthens Lidl’s commitment to women’s sports across Europe, with a particular emphasis on healthy lifestyles, community participation, and youth development via football.
A highlight of the ongoing partnership will be the return of the Lidl Kids Team player mascot programme for EURO 2029, which is being bid on by Poland, Portugal, Germany, and a combined Denmark-Sweden ticket, giving children across the continent a once-in-a-lifetime opportunity to lead their heroes onto the pitch.
UEFA Executive Director of Marketing Guy-Laurent Epstein, said, “We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football. Over the next five years, we will continue working together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.”
Jens Thiemer, Chief Customer Officer at Lidl International, said, “The extension of this partnership is a testament to our shared belief that women’s football deserves equal passion and support as men’s football. From the record-breaking number of fans welcomed in Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we’ve seen first-hand how sport can transform lives. Looking forward to 2029, we’re thrilled to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating those unforgettable moments where dreams become reality on the biggest stage.”
