UEFA: Lidl (supermarkets) partner of the Europa League & Conference League (2024-2027)

Lidl, a German supermarket chain belonging to the Schwarz Group, has become an official partner of the Europa League and the Conference League for the 2024-2027 cycle, announced the two parties on 02/09/2024. The brand will appear as "official fresh fruit partner" for both competitions.

"As UEFA's major football competitions are some of the most popular sports events on the globe, Lidl is keen to encourage as many consumers as possible to get active through this new football partnership. Lidl will continue to inspire fans - and future fans - under the slogan 'We're on your team'. Lidl will support fans from every touchpoint during their journey of fandom, from TV advertising to in stadium placements and commercial displays, promoting an active lifestyle," explained Lidl, which was also an official partner of Euro 2024 and the qualifying matches for the competition. This was the German brand's first partnership with UEFA.

As part of this agreement, Lidl will also present the "Lidl Kids Team" in the 30 European countries where Lidl is already present. This initiative, launched in…