UEFA announces new deal with Lidl

UEFA has roped in food retailer chain Lidl as an Official Partner of UEFA EURO 2024 as well as the European qualifiers. 

By joining as an Official Partner, Lidl joins the likes of Adidas, Alipay, Atos, Engelbert Straus and Vivo, all of which are also serving as Official Partners to the tournament set to be played next year in Germany.

Guy-Laurent Epstein, Marketing Director, UEFA, commented:

“Lidl’s presence across the continent will contribute immensely to the promotion of what will be another unforgettable competition. We also look forward to jointly promoting the good health and well-being values that are shared between Lidl and UEFA.“

Jeroen Bal, Divisional Board Member Customer, Lidl International, said:

“We are excited to be part of an event that fascinates both our customers and our employees in all countries. Just as our products are available to everyone, we want to help make UEFA EURO 2024 an experience for everyone – for example through our Lidl Fan Zones. Numerous Lidl countries will be cheering along, and it’s really something special that the final tournament is being held in the country where Lidl’s history began.“

The first leg of the UEFA EURO 2024 qualifiers of this year got underway on March 23, with Slovenia taking on Kazakhstan.