Lidl, UEFA launch unique strategic partnership
The companies of the Schwarz Group are expanding their commitment to European football by agreeing to a long-term strategic partnership with the Union of European Football Associations (UEFA) – the first in UEFA’s history.
As part of this unique strategic partnership, Lidl will also expand its collaboration with UEFA. Both sides are combining their expertise to bring conscious nutrition and an active lifestyle, from European professional football to grassroots sport. The collaboration goes far beyond traditional sponsorship and creates tangible societal value through UEFA’s educational programmes.
Focus on grassroots and educational programmes
A central component of the partnership is the commitment to grassroots football. Building on its presence at major tournaments, Lidl brings its expertise in healthy and conscious nutrition into UEFA’s educational and grassroots programs in order to generate a positive impact in European grassroots sport. As a partner of UEFA Football in Schools, Lidl contributes at schools to integrating conscious nutrition, sport and physical activity into the everyday lives of children across Europe.
To this end, UEFA and Lidl are jointly developing a pan-European digital platform that supports national football associations in offering high-quality and inclusive football in schools and local clubs. The platform provides practical guidance and brings together football, education and healthy nutrition. It includes, among other things, online courses for teachers and coaches to help them promote an active lifestyle through football with age-related content.
Lidl and UEFA also aim to build on the success of the Lidl Youth Camp in 2025 in order to sustainably inspire and support young football talents. Lidl will also take on the role of UEFA’s official Take Care Nutrition Partner.
Lidl committed to supporting places where great football careers begin
The passion for sport and physical activity, which often lasts a lifetime, usually begins at the local sports club – this is where the foundation for a conscious and active life is laid. As a partner of the UEFA Grassroots Awards, Lidl therefore strengthens grassroots sport. The awards recognize outstanding projects, initiatives or clubs from grassroots football each year. With UEFA Grassroots Week in September, Lidl as Presenting Partner and UEFA celebrate grassroots football across Europe together for one week.
“We are further developing our collaboration with UEFA in such a targeted manner and are creating sustainable added value for society with the first strategic partnership of UEFA,” said Jens Thiemer, Chief Customer Officer Lidl International. “With the help of UEFA and the power of football, we bring our expertise in conscious nutrition to exactly where it makes a difference: to coaches, parents, and children in grassroots sports. After all, social change is not only decided in the stadium, but above all in the schoolyard and in local clubs.”
Success story goes into extra time
Lidl has been a partner of UEFA since 2024 and will in the future serve as both an official global partner of UEFA Women’s National Team Football and an official global partner of UEFA Men’s National Team Football. Until 2030, Lidl will therefore support numerous prestigious competitions in European women’s and men’s football including UEFA EURO 2028 in the United Kingdom and the Republic of Ireland as well as UEFA Women’s EURO 2029 in Germany.
The commitment includes the Women’s European Qualifiers 2026 and 2028, the UEFA Women’s Nations League 2027 and 2029 as well as UEFA Women’s EURO 2029. In the men’s competitions, Lidl will support the UEFA European Football Championship 2028, the UEFA Nations League 2027 and 2029, the European Qualifiers 2027 and 2029, the UEFA Under-21 European Football Championship 2027 and 2029 as well as the UEFA European Futsal Championship 2026 and 2030.
Foundation of shared values
Lidl’s values are performance, respect, trust, groundedness and belonging. They shape our daily actions and are also reflected in sporting competition – whether in elite or grassroots sport. UEFA likewise stands for integrity, equal opportunities and the unifying power of sport.
“We are delighted to welcome the Schwarz Group as our first strategic corporate partner,” said UEFA Marketing Director Guy-Laurent Epstein. “Together, we are combining our strengths to shape the future of European football in a sustainable, responsible and competitive way. Together with Lidl, we will use the power of football to bring the passion for physical activity and conscious nutrition beyond professional sport into grassroots football.”
Sustainability and resource efficiency
Alongside Lidl, PreZero is also part of the strategic partnership between the companies of the Schwarz Group and UEFA. PreZero contributes expertise in resource conservation and the circular economy in the context of major sporting events to the collaboration.
The strategic partnership with the companies of the Schwarz Group creates a binding framework to translate shared values into long-term programmes – with the ambition of generating societal impact beyond professional football.
About Lidl
Lidl is a member of the Schwarz Group, headquartered in Neckarsulm, Germany, and is among the leading food retail companies in Germany and Europe. Currently, Lidl operates approximately 12,600 stores and more than 230 distribution and logistics centers across 31 countries, employing over 382,400 people.
In Cyprus, Lidl has been active since 2010. Today, it employs more than 700 people, with a network of 22 stores and one state-of-the-art logistics centre.
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