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

The Union of European Football Associations (UEFA), the official governing body of football in Europe, has confirmed Lidl as a UEFA women’s national team football partner through to 2030.

The German discount supermarket chain, which served as an official partner of UEFA Women’s Euro last year, will retain its role for the tournament’s next edition in 2029, for which the Lidl Kids Team player mascot programme will also return.

The new agreement will also cover the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League, as well as the UEFA Women’s European Qualifiers.

Guy-Laurent Epstein, UEFA’s executive director of marketing, 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.”