Partnership will see discounter encourage fruit consumption, conscious nutrition and an active lifestyle
Lidl has become an official partner of the UEFA Europa League and the UEFA Conference League until the end of the 2026/27 season.
Through the collaboration with the two European football club competitions, the retailer will focus on enouraging fresh fruit consumption and conscious nutrition.
Lidl said it is also keen to urge as many consumers as possible to get active.
Lidl GB marketing director Joanna Gomer added: “Here in GB, we see huge engagement with these competitions, with our country’s top football clubs often running a successful campaign to the finals.
“We want to build on the existing engagement with these competitions and use that to inspire and promote healthy and active lifestyles to all.”
Under the slogan ‘We’re on your team’, the retailer has set out to “support fans from every touchpoint during their journey of fandom, from TV advertising to in-stadium placements and commercial displays promoting an active lifestyle”.
Over the next three years, Lidl will also bring its Lidl Kids Team to the qualifying European countries, giving 12,364 children aged six to 10 the chance to become an official player mascot for one of the matches.
The collaboration builds on a successful UEFA Euro 2024 partnership, in which Lidl was the most visible brand partner across the tournament, according to a YouGov study.
The research found that 58 per cent of Euro 2024 viewers recognised Lidl as a tournament partner, a 32 per cent increase from before the tournament.
The same research suggests that Lidl was one of the most recognised brands from the Euros, with 39 of viewers able to name the brand after the tournament had concluded.
Additionally, YouGov revealed that Lidl engaged with over 16 million shoppers during the tournament through its Lidl Plus app, and handed out fruit cups to football fans at the tournament, for which 91 tonnes of fruit were processed.
