October 23 – UEFA has announced that Lidl has become a partner of national women’s football until 2030.
Following the successful support of EURO 2025 in Switzerland, the German branch will remain an official partner of UEFA’s premier international women’s competition in 2029, as well as sponsoring the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League and the UEFA Women’s European Qualifiers.
The agreement strengthens the foundations of an already thriving partnership. In men’s football, Lidl worked with both the UEFA Europa League and the Conference League until 2027, and a successful partnership at EURO 2024 also saw the brand as the most visible partner for the tournament.
The new agreement reinforces Lidl’s commitment to women’s sport across the European landscape, with a specific focus on healthy lifestyles, community engagement and youth empowerment through football.
A highlight of the ongoing partnership will be the return of the Lidl Kids Team player mascot program for EURO 2029 – which is the subject of bids from Poland, Portugal, Germany and a combined ticket for Denmark and Sweden – offering children across the continent a unique opportunity to lead their heroes onto the pitch.
Speaking about the partnership, Guy-Laurent Epstein, UEFA Executive Director of Marketing, said: “We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football.
“Over the next five years, we will continue to work together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.”
Jens Thiemer, Chief Customer Officer at Lidl International, added: “The expansion of this partnership is a testament to our shared belief that women’s football deserves the same passion and support as men’s football.
“From the record number of fans welcomed to Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we have seen first-hand how sport can change lives.
“Looking ahead to 2029, we are excited to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating unforgettable moments where dreams become reality on the biggest stage.”
Contact the author of this story, Stuart Dick, at force.l1761211678laboratory1761211678ofdlr1761211678are1761211678sni@o1761211678old1761211678
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