UEFA announces partnerships with Lidl and PreZero

The Union of European Football Associations (UEFA), the official governing body of football in Europe, has announced a partnership with Schwarz Group brands Lidl and PreZero, which have come on board as its first-ever Strategic Corporate Partner.

The partnership will see Lidl serve as an Official Sponsor of UEFA men’s national team events until 2030, including UEFA EURO 2028, thereby joining the likes of Qatar Airways, Carlsberg, and Coca-Cola as Official Sponsors of the event. 

Lidl will also launch a pan-European digital platform aimed to support national associations in delivering UEFA Football in Schools, which will “combine football, education and healthy nutrition, offering practical guidance and online courses for teachers and coaches to promote active lifestyles through age-appropriate content.”

PreZero, meanwhile, will support UEFA by implementing scalable circular economy solutions across competitions, stadiums, and organisational operations in line with its sustainability strategy. PreZero will also work with UEFA on training programmes for football organisations and stakeholders, helping the European football–governing body match its current and future sustainability requirements.

Guy-Laurent Epstein, UEFA’s executive director of marketing, commented:

“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 at Lidl International, said:

“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 at PreZero International, added:

“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.”