UEFA, the governing body of European football, has announced an expansion of its partnership with Lidl, a leading European food retailer.
The partnership will extend through the 2026–27 season and see Lidl become the official global sponsor of the UEFA Europa League and UEFA Conference League.
The agreement is built upon the successful collaboration between the two entities for the UEFA Euro 2024.
As part of the collaboration, Lidl will expand its Lidl Kids Team initiative to 30 European operating countries. The program, which aims to inspire young people to become more active, offers children aged 6-10 the unique opportunity to become official Player Mascots for one of the competitions’ matches.
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 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.”
Dr. Jennifer Cords, Senior Vice President for Corporate Affairs at Lidl International, added, “We are proud to add the UEFA Europa League and UEFA Conference League to our wide-ranging roster of sports partners. 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.”
Lidl, a German discount supermarket chain known for its low prices and focus on essential products, has rapidly expanded across Europe and North America. Its strategy of offering high-quality goods at competitive prices has resonated with budget-conscious consumers.
The partnership with Lidl marks a significant addition to UEFA’s roster of sponsors for the UEFA Europa League and UEFA Conference League. Betano, a leading gaming company, is already an official global sponsor for both competitions.
The Europa League and the Conference League are two of Europe’s most prestigious club competitions, featuring top-tier teams from across the continent. The new 36-team league phase of the Europa League kicks off on September 25, while the Conference League, also with 36 teams, commences on October 3.