Lidl doubles down on women’s football with long-term UEFA deal
The new deal will cover several flagship tournaments, including the UEFA Women’s EURO 2029, the Women’s Nations League editions in 2025, 2027 and 2029, and the European Qualifiers for 2028/29.
UEFA confirmed the extension on Thursday, describing Lidl as “a partner that shares our long-term vision for growing the women’s game”.
“We are delighted to build on our successful partnership with Lidl — a brand that truly believes in the power of women’s football to inspire communities,” said Guy-Laurent Epstein, UEFA’s Marketing Director.
Building on the success of UEFA Women’s EURO 2025
The announcement follows Lidl’s high-profile involvement in the UEFA Women’s EURO 2025 in Switzerland, where the supermarket chain engaged hundreds of thousands of fans through its “Lidl Kids Team” initiative and health-focused activations across fan zones.
According to UEFA, Lidl reached more than 400 million viewers across Europe during the tournament, combining sport, wellness, and community engagement in what the governing body described as “a model for future sponsorships”.
Jens Thiemer, Lidl’s Chief Customer Officer, said the renewed partnership reflects the company’s commitment to long-term impact rather than short-term branding.
“We believe women’s football deserves equal passion, attention and investment as the men’s game,” Thiemer said. “Our continued partnership with UEFA is about building lasting visibility and empowering young players across Europe.”
Health, equality and youth at the heart of the deal
Beyond stadium advertising, Lidl’s role focuses on health, nutrition and youth empowerment – areas that align with UEFA’s broader “Time for Action” strategy to grow women’s football at every level.
At EURO 2025, Lidl distributed more than 270,000 portions of fruit and healthy snacks in fan zones, while running grassroots football clinics for girls aged 14–17 in partnership with local federations.
The retailer plans to expand those initiatives over the next five years, including new community football programmes and education campaigns promoting healthy living and inclusion.
“This isn’t just a sponsorship – it’s a social investment,” said a UEFA spokesperson. “Lidl’s work at the grassroots complements our mission to make football more accessible for all.”
A signal of growing confidence in women’s sport
Lidl’s long-term commitment represents a strong vote of confidence in the commercial growth of women’s football, which continues to attract record audiences, media coverage and investment across Europe.
Analysts say multi-year deals like Lidl’s offer crucial stability for organisers and signal that major brands now view women’s football as a core platform — not a side project.
Sports marketing expert Klara Behnke told The Guardian:
“Lidl’s deal with UEFA is significant because of its scale and its purpose. It’s not just about visibility; it’s about building infrastructure and trust. This shows how far women’s football has come — and how serious brands are about being part of that journey.”
Challenges ahead
Despite the optimism, industry observers note that long-term partnerships will only be judged successful if they translate into lasting impact – from higher participation numbers to increased investment in domestic leagues.
Ensuring authenticity and maintaining momentum beyond major tournaments will be key.
UEFA said it would work closely with Lidl to track progress using “clear benchmarks” on fan engagement, community reach, and grassroots outcomes.
The road to 2030
Under the extended agreement, Lidl will remain visible at every major UEFA women’s national-team competition between now and 2030.
Fans can expect to see the Lidl Kids Team return at the Women’s EURO 2029 – offering children from across Europe the chance to walk out with their footballing heroes – alongside expanded fan-zone activations and digital storytelling campaigns.
