Lidl set to support women's football after new deal with UEFA

The UEFA have announced a new five-year partnership agreement with German food retailer, Lidl, who will take on the role of a UEFA women’s national team football partner. Lidl will continue on as an Official Partner of the UEFA Women’s EURO 2029 and will also become sponsors of the UEFA Women’s Nations League 2025, UEFA Women’s Nations League 2027 and UEFA Women’s Nations League 2029. They will also serve as a sponsor for the UEFA Women’s European Qualifier.

The Lidl Kids Team player mascot programme will also return at the UEFA Women’s EURO 2029 with the partnership signaling Lidl’s dedication to grow the women’s game across Europe.

Guy-Laurent Epstein, Executive director of marketing, UEFA, commented,

”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, 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.”