Football inspires, connects and reaches millions of people. That is exactly why Lidl uses the power of this sport to drive positive change – for an active lifestyle, for conscious nutrition and for role models in elite and grassroots sport. With UEFA EURO 2024™, Lidl entered into its first international football partnership. This successful collaboration was further expanded with UEFA Women’s EURO 2025™, placing an even stronger focus on women’s football.
Football moves millions – across borders, generations and communities. This reach makes it an ideal platform for promoting physical activity, conscious nutrition and positive role models in sport. At UEFA EURO 2024™, Lidl participated for the first time as an official partner – with outstanding success. The partnership continued with UEFA Women’s EURO 2025™: more than 650,000 fans celebrated in stadiums, while over 400 million viewers followed the tournament worldwide. Lidl was present at all eight venues, combining sporting excellence with conscious nutrition. In Lidl Fan Zones and around the stadiums, Lidl teams distributed nearly 270,000 fruit cups.
Top-level performance is not achieved through training alone. It is the result of discipline, recovery and conscious choices. Nutrition plays a central role in this. Those who push their bodies need energy; those who want to perform over the long term need balance. Through its UEFA partnership, Lidl highlights this connection: sport and conscious nutrition go hand in hand – for professional athletes on the pitch as well as for fans in the stands.
UEFA competitions bring together the world’s top players – with a powerful impact. They represent performance, teamwork and fair play. By supporting both men’s and women’s football, we make it clear that elite sport knows no gender. Talent, ambition and passion are universal. Visibility inspires – especially for young people pursuing their own sporting goals. It helps to break down stereotypes and provide new role models with a stage.
With UEFA Women’s EURO 2025™, we became an official partner of the largest women’s European football championship to date. At the heart of this partnership are diversity and equality in sport – issues that are particularly important to us. Through our engagement, we encourage girls and women to be active, make healthy choices and think big. Because sport has the power to create change.
Inspiration is also the driving force behind the Lidl Youth Camp. As part of UEFA Women’s EURO 2025™, we brought together 100 football-loving girls aged 14 to 17 from 18 European countries to develop their skills and experience an international community. Under the guidance of UEFA coaches, they trained technique, tactics and teamwork. Workshops focused on conscious nutrition and mental strength, with the aim of promoting health, confidence and resilience. For many participants, attending the final together was an emotional highlight – a moment of excitement that will stay with them for years to come.
"Our commitment to women’s football shows that, as a company, we can help create visibility and break down stereotypes. Above all, we want to provide talented women with a platform to shine and inspire others."
Our collaboration goes further: since the 2024/2025 season, we have also been supporting the UEFA Europa League and the UEFA Conference League as an official partner through to 2027. In addition, we will remain a partner of the UEFA Men's National Team Football until 2030, as well as Partner of the UEFA women’s national team competitions until 2030, including UEFA Women’s EURO 2029™, the Women’s European Qualifiers 2028/29 and the UEFA Women’s Nations League in 2027 and 2029. At Women’s EURO 2029™, the iconic Lidl Kids Team will once again take part, with children walking onto the pitch hand in hand with the players – a moment designed to inspire the next generation.
We are now taking a decisive step forward with a new, historic partnership – the first of its kind in UEFA’s history – we are opening the next chapter. As the "Official Partner of UEFA Take Care Nutrition" and "Official UEFA Grassroots Partner", we are bringing sport to where it reaches the most people: at grassroots level and into everyday life. Together with UEFA, we are combining our strengths to promote conscious nutrition and an active lifestyle beyond the stadiums and directly into schools and clubs. Through programmes such as “Football in Schools” and Europe-wide grassroots initiatives, we reach children and young people where physical activity is already part of their daily lives. At the same time, we are developing practical resources for coaches and teachers to embed topics such as conscious nutrition and healthy routines sustainably in grassroots sport. In this way, we create tangible social value and support children across Europe in integrating sport and health naturally into their lives.
