October 23 – UEFA has announced that Lidl has become a partner of women’s national team football through to 2030.
After success supporting EURO 2025 in Switzerland, the German outlet will continue as an official partner of UEFA’s prime international women’s competition in 2029, and will also sponsor the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League and the UEFA Women’s European Qualifiers.
The agreement strengthens the foundations of an already thriving partnership. In men’s football, Lidl has partnered with both the UEFA Europa League and Conference League until 2027, and a successful EURO 2024 partnership also showcased the brand as the most visible partner for the tournament.
The new agreement further solidifies Lidl’s commitment to women’s sport across the European landscape, with a specific focus on healthy lifestyles, community engagement and youth empowerment through football.
A highlight of the continued collaboration will be the return of the Lidl Kids Team player mascot programme for EURO 2029 – which is the subject of hosting bids from Poland, Portugal, Germany, and a combined Denmark-Sweden ticket – offering children across the continent a once in a lifetime opportunity to lead their heroes onto the pitch.
Speaking about the partnership, UEFA Executive Director of Marketing Guy-Laurent Epstein said: “We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football.
“Over the next five years, we will continue working together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.”
Jens Thiemer, Chief Customer Officer at Lidl International, added: “The extension of this partnership is a testament to our shared belief that women’s football deserves equal passion and support as men’s football.
“From the record-breaking number of fans welcomed in Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we’ve seen first-hand how sport can transform lives.
“Looking forward to 2029, we’re thrilled to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating those unforgettable moments where dreams become reality on the biggest stage.”
Contact the writer of this story, Stuart Dick, at [email protected]