Lidl opens its doors to UEFA with Euro 2024 Qualifiers and Finals partnership

March 21 – Pan-European food retailer Lidl has signed on as an official partner of the Euro 2024 qualifiers and is UEFA’s fifth sponsorship for the finals that will be held in Germany, where Lidl is headquartered.

This is Lidl’s first sponsorship of a UEFA competition. The company joins adidas, Alipay, Atos, Engelbert Strauss and Vivo as official sponsors of UEFA EURO 2024 and adidas, Alipay and Atos as official sponsors of the European Qualifiers.

Jeroen Bal, Divisional Board Member Customer, Lidl International said: ” Just as our products are available to everyone, we want to help make UEFA EURO 2024 an experience for everyone – for example through our Lidl Fan Zones. Numerous Lidl countries will be cheering along, and it’s really something special that the final tournament is being held in the country where Lidl’s history began.”

The first qualifying matches for 2024 begin on Thursday with eight opening group games, the pick of the bunch being the Italy vs England tie, a repeat of the 2020 final that Italy won on penalites.

UEFA marketing director, Guy-Laurent Epstein said: “Lidl’s presence across the continent will contribute immensely to the promotion of what will be another unforgettable competition. We also look forward to jointly promoting the good health and well-being values that are shared between Lidl and UEFA.”

No value was given for the parternship.

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