Sport brings people together, inspires and strengthens a sense of community. That is exactly why Lidl has been committed to sports partnerships for many years. Our goal is to promote a healthy lifestyle shaped by physical activity and conscious nutrition, make sporting role models more visible and contribute to a fairer society. Our engagement in sport – particularly in football, cycling and handball – is an integral part of our corporate responsibility.
As an official partner of various UEFA competitions, Lidl is actively involved in international professional football – from UEFA EURO 2024™ and UEFA Women’s EURO 2025™ to UEFA EURO 2028™ and UEFA Women’s EURO 2029™. Beyond providing fresh impulses as the official partner for fresh fruit and vegetables, we place a strong focus on topics such as diversity and equality in elite sport. Since the 2024/2025 season, we have also supported the UEFA Europa League and the UEFA Conference League – at least until 2030. In doing so, we underline our long-term commitment to football in all its dimensions.
Since 2023, initially as main sponsor and since 2025 as majority shareholder of the international cycling team Lidl-Trek, we have been setting a strong example for team spirit, sporting excellence and equal opportunities. The team ranks among the leading teams in the UCI WorldTour, with both men’s and women’s squads performing at the highest level. In particular, we are committed to increasing visibility in women’s cycling, while also placing strong emphasis on developing young talent. Our goal is to create fair conditions both on and off the road – and to provide role models who inspire a new generation. With our majority stake, we are making a long-term commitment to the sporting and structural development of Lidl-Trek and to the ambitious vision of becoming the most successful team in international road cycling.
Since 2017, we have supported major handball tournaments as the Official Fresh Food Partner. We have been an official partner of the IHF Men’s World Championships since 2017 and of the IHF Women’s World Championships from 2023 through to 2025. In addition, we have supported the European Handball Federation (EHF) at the Men’s EHF EUROs since 2018 and the Women’s EHF EUROs since 2022. This also includes the EHF EURO Cup and the EHF EURO Qualifiers for the men’s competitions through to 2028. By providing fresh fruit and smoothies in stadiums, we promote an active, healthy lifestyle for players, fans and families. At the same time, we are committed to equality, sporting excellence and the development of young talent.
Sport does not just move bodies – it shapes people and mindsets. With every partnership, we send a clear message: for health, equality and social cohesion.
