Uefa has announced Lidl, one of Europe’s leading food retailers, as official global sponsor of the Uefa Europa League and Uefa Conference League starting from 2024/25 until the end of the 2026/27 season.
The new agreement builds on the successful sponsorship programme that saw European football’s governing body partner with the German food retailer at Uefa Euro 2024.
As part of the partnership, Lidl will take its Lidl Kids Team initiative to its 30 European operating countries. The programme, which has been set up through its partnership with the Europa League and Conference League, affords children between the ages of six and ten the unique experience of becoming official Player Mascots for one of the two competitions’ matches and aims inspire youngsters across the globe to become more active.
Guy-Laurent Epstein, Uefa marketing director, said: “We are delighted to build on our successful partnership with Lidl during Uefa Euro 2024 this summer as we welcome them as an official global sponsor of the Uefa Europa League and Uefa Europa Conference League. Lidl is one of the leading food retailers in Europe, with a significant international presence, and we are excited to work together to bring the dynamism and vibrancy of European football to even more fans. Together, we look forward to creating a positive social impact through the power of football.”
Dr Jennifer Cords, Senior Vice President for Corporate Affairs at Lidl International, added: “We are proud to add the Uefa Europa League and Uefa Conference League to our wide-ranging roster of sports partners. We as a company are closely connected to Europe - born 51 years ago in the heart of Europe, Lidl is now present in over 30 countries. At Lidl, our core beliefs are linked to our international CSR strategy and therefore international collaboration is fundamental to inspire and promote conscious nutrition and an active lifestyle to all.”
The new 36-team Europa League league phase kicks off with Matchday 1 on 25 September while the Conference League, which also now includes 36 clubs, gets under way on 3 October.
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