Lidl remains an official sponsor of the Europa League and the Conference League in the current season. The sponsorship of UEFA’s second- and third-rate championship provided the discounter with a lot of visibility last season.
Visibility in sports
As part of the partnership, the discounter handed out more than 18,000 servings of fresh fruit at the stadiums and raffled off 4,685 tickets to Lidl customers. In the upcoming season, Lidl will again raffle tickets and launch other promotions. In all thirty of Lidl’s European markets, over 12,000 children between the ages of six and ten have a chance to become official players’ companions during league games as part of the Lidl Kids Team.
The discounter has been putting stronger emphasis on sports sponsorship for some time: Lidl is also very visible in cycling, for example. That has a lot to do with the retailer’s high ambitions for its sports brand Crivit, with which it competes with Decathlon.
