European soccer governing body UEFA has announced Germany-based international grocery chain Lidl as a sponsor of its Europa League and Conference league club competitions.
The multi-year partnership with the secondary and tertiary European club competitions will begin immediately and run through the end of the 2026-27 seasons.
As an official global sponsor of the competitions, and the official fresh fruit partner, Lidl will gain in-stadium branding placements, commercial displays, and TV advertising during Europa League and Conference League games and broadcasts.
Lidl has supported UEFA competitions in the past, most recently serving as official partner of the 2024 UEFA European Championship, the organization’s continental national team tournament, which took place earlier this year across Germany.
The core of Lidl’s activations around Euro 2024, beyond co-branded merchandising, was through its “Lidl Kids Team” project that saw numerous children selected as matchday mascots for participating nations during the tournament.
Lidl Kids Team will return for the duration of the supermarket's sponsorship of the two UEFA club competitions.
The deal with Lidl comes just days after betting brand Betano was unveiled as a sponsor of the Europa League and Conference League.
Other competition sponsors for the 2024-27 cycle include Hankook, Engelbert Strauss, Enterprise, and Just Eat.
The 2024-25 group stages of the Europa League will begin on September 25, while the Conference League will begin on October 3.
