Lidl is extending its partnership with UEFA and will sponsor three international women’s football tournaments in the coming years. The discount retailer wants to inspire girls and young women in this way.
650,000 fans and 400 million viewers
Lidl is further expanding its presence in women’s football the discounter will be a partner of UEFA Women’s EURO 2029, the Women’s European Qualifiers 2028/29, and the UEFA Women’s Nations League 2025, 2027, and 2029. The Lidl Kids Team will also return during the European Championship in 2029: children will have the opportunity to walk onto the pitch hand in hand with the stars of women’s football. With this, Lidl wants to inspire the next generation of athletes and supporters.
The foundation for this partnership was laid over the past two years, culminating in UEFA Women’s EURO 2025, where Lidl was present in all host cities and stadiums. During the tournament, the supermarket chain welcomed more than 650,000 fans to the stadiums and reached more than 400 million viewers at home. Lidl handed out more than 269,950 fruit cups in the Fan Zones.
Earlier this year, Lidl also extended its partnerships in men’s football with the Europa League and the Conference League. The discounter is also very visible in the professional cycling peloton.
