Why Lidl is strengthening its position in the cycling peloton

Lidl acquires a majority stake in the UCI WorldTour Team Lidl-Trek. The goal? To become the most successful team in international road cycling, thanks in part to the data analysis capabilities of parent company Schwarz.

High ambitions

The new ownership structure was signed on October 24, 2025, during the annual October Camp at Lidl’s headquarters in Bad Wimpfen, which will partly become the team’s new home base. Lidl will use the technological know-how of its sister company Schwarz Digits to improve data analysis, performance monitoring, and digital marketing, which should give it a competitive advantage.