UEFA extends Lidl deal

The Union of European Football Associations (UEFA), the official governing body of football in Europe, has extended its partnership with global supermarket chain Lidl, which will now also support the UEFA Europa League (UEL) and UEFA Conference League (UECL) until the 2026/27 season.

The new extension agreement will also see Lidl become an Official Global Sponsor of the European competitions.

The partnership grows upon UEFA and Lidl’s recent agreement focused around UEFA Euro 2024.

Lidl will have added social responsibilities, as it has pledged to expand its “Lidl Kids Team” initiative to more than 30 European countries. “Lidl Kids Team” is a unique project aimed at providing children aged between six and ten the opportunity to become player mascots for UEL and UECL games. 

Guy-Laurent Epstein, UEFA Marketing Director, commented:

“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.“