UEFA seems to be set on making the most out of existing partnerships this year, extending yet another agreement from the EURO 2024 tournament to its club competitions.
The pan-European football governing body has expanded the scope of its agreement with Lidl, a cross-continental supermarket chain, to cover the UEFA Europa League and UEFA Conference League.
Lidl was one of the key partners of the European Championships in June and July, which were held in the company’s founding nation of Germany. Although the country remains its largest market, with 3,250 stores, the company is active throughout Europe in both EU and non-EU countries.
“We are proud to add the UEFA Europa League and UEFA Conference League to our wide-ranging roster of sports partners,” said Dr. Jennifer Cords, Senior Vice President for Corporate Affairs at Lidl International.
“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.”
Specifics of the deal will see Lidl partner with the two tournaments – the respective second and third tiers of European international club competition after the top-tier Champions League – until the end of the 2026/27 season.
The company includes a social responsibility element. The Lidl Kids Team initiative will be expanded across 30 European countries where the supermarket has a presence, with the programme having been set up via its partnership with UEFA’s club tournaments.
With the domestic season now well underway across Europe, football fans are now getting stuck into the return of cross-border contests. UEFA has been preparing by setting up some prominent commercial arrangements.
Notably, the governing body recently extended a similar deal with Betano, a sports betting brand operated by Kaizen Gaming. Like Lidl, Betano had partnered with UEFA for EURO 2024 and has now seen its partnership extended to cover the Europa and Conference Leagues.
UEFA is still open to working with new partners, however. Two weeks ago, it announced a landmark arrangement with UK-based international bookmaker bet365, which has become the first betting partner of the Champions League.
On the Lidl extension, Guy-Laurent Epstein, UEFA Marketing Director, said: “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.”
