UEFA has moved aggressively to redefine how football partnerships are built, unveiling the companies of Schwarz Group as its first-ever strategic corporate partner. The long-term agreement signals a clear break from traditional sponsorship models, replacing passive brand exposure with active, system-level integration across the game.
At the heart of the deal are two distinct pillars: Lidl and PreZero. Lidl will expand its existing UEFA relationship into a far broader role, covering both men’s and women’s national team competitions, including major events such as UEFA EURO 2028. More importantly, its influence extends beyond tournament branding. Lidl will embed itself into grassroots football through programmes like UEFA Football in Schools and the “Take Care” initiative, using football as a distribution channel for health, nutrition, and lifestyle education.
PreZero introduces an operational edge to the partnership. Tasked with advancing UEFA’s sustainability agenda, the company will deploy circular economy solutions across competitions and infrastructure. From waste reduction and recycling systems to data-led resource management, the focus is on making sustainability measurable and scalable. UEFA’s headquarters in Nyon will act as a live testing ground, underlining a shift from sustainability messaging to real-world execution.
Guy-Laurent Epstein, UEFA Executive Director of Marketing, said, “We are delighted to welcome the companies of Schwarz Group as our first strategic corporate partner. 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. PreZero is the ideal partner to drive the transformation from a linear to a circular economy. Together, we will achieve a measurable impact in stadiums and enable football organisations to make waste management and resource conservation economical, sustainable and future-proof.”
Jens Thiemer, Chief Customer Officer Lidl International, added, “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. With the help of UEFA and the power of football, we bring our expertise in conscious nutrition to exactly where it makes a difference: to coaches, parents, and children in grassroots sports. After all, social change is not only decided in the stadium, but above all in the schoolyard and in local clubs.”
Marcus Sagitz, Managing Director Marketing & Corporate Affairs PreZero International, continued, “As a pioneer of the circular economy, we are sending a strong signal: if the transition from linear waste management to a functioning circular economy in European professional sports is successful, it will serve as a model for many parts of the economy. Today, the circular economy is an economic necessity. That is why we empower associations and clubs to combine sustainability with economic efficiency and prove on the main football stage that the preservation of valuable resources and top-class sports are inseparable.”
For UEFA, the partnership represents more than commercial expansion. It is a structural evolution. By aligning with a retail and environmental powerhouse, the organisation is building a model where partners contribute tangible value across grassroots development, public health, and environmental impact.
For Schwarz Group, the deal offers access to one of sport’s most powerful platforms, enabling it to scale brand influence, strengthen consumer trust, and position its businesses at the intersection of sport, society, and sustainability.
