UEFA: Lidl (supermarkets), official partner of Euro 2024 & qualifying matches

Lidl, a German supermarket chain belonging to the Schwarz Group, has become an official partner of Euro 2024 (played in Germany from 14/06 to 14/07/2024) and of the qualifying matches for the competition (which begin on 23/03/2023) as part of a "multi-year agreement," announced UEFA on 22/03/2023.

This is the first partnership between the German brand and the European body. As part of this agreement, Lidl will offer "Lidl Fan Zones" in several European countries where the brand is present. "We also look forward to jointly promoting the good health and well-being values that are shared between Lidl and UEFA," said Guy-Laurent Epstein, marketing director of the body.

Lidl joins Engelbert Strauss (workwear, GER), Vivo (smartphones, CHN), Alipay (payment solutions, CHN), Atos (digital services, FRA) and adidas (footballs, GER) as official partners of Euro 2024. The latter three are also partners of the competition's qualifying matches.

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