UEFA: Schwarz Group (GER) first strategic partner; subsidiary Lidl sponsor of Euro 2028

Schwarz Group (GER) has become UEFA’s first “strategic partner” through its subsidiaries Lidl (retail) and PreZero (waste management) "to advance grassroots football, promote healthy lifestyles and deliver circular economy solutions in European football" as part of a “long-term” agreement, announced the European football confederation on 17/03/2026.

Lidl, already an official partner of Euro 2024, UEFA women’s national team competitions (2025-2030) and a partner of the Europa League and Conference League (2024-2027), has extended its partnership with UEFA by becoming a sponsor of UEFA men’s national team competitions until 2030, an agreement that notably covers Euro 2028 (to be held in the United Kingdom and the Republic of Ireland).

The German brand "will leverage its expertise to support social, educational and grassroots football initiatives across Europe as a sponsor of UEFA grassroots football and the UEFA Take Care programme (focused on health and well-being, particularly for young people, launched in 2025), as well as exclusive partner of the UEFA school football initiative…