TSG Hoffenheim: Lidl (retail), sleeve sponsor of the club's esports section until 2022

Lidl, a German retailer belonging to the Schwarz Group, has extended its partnership with TSG 1899 Hoffenheim (Bundesliga) and has become a partner and sleeve sponsor of the club's esports section until 31/10/2022, announced the club announced on 10/12/2021.

As "official TSG eSPORTS fresh food partner", Lidl will display its logo on TSG Hoffenheim's FIFA (EA Sports) team's shirts as well as on signage during physical events. The brand will be visible during the broadcast of the German club's matches in the Virtual Bundesliga, the esports competition of the German League (DFL).

Lidl has been a "premium business partner" (third level) of TSG Hoffenheim since 2016-17. Through this partnership, the German retailer promotes its mineral water brand Saskia as a partner of the club. PreZero, a waste management company also owned by the Schwarz Group, has been the title sponsor of the club's home stadium, the PreZero Arena, since 16/01/2019 (agreement to run until the end of 2024-25).

Lidl signed its first esports sponsorship agreement by becoming a partner of the German organisation SK Gaming…