Lidl Partners With UEFA to Boost Children's Nutrition

UEFA has announced in a press release that the Schwarz Group companies will become its first strategic corporate partner, with a long-term agreement signed between Lidl and PreZero focused on promoting innovation, sustainability and social responsibility in European football.

Guy-Laurent Epstein, Executive Director of Marketing at UEFA, says: "We are delighted to welcome the companies of Schwarz Group as our first strategic corporate partner.

"Together, we are combining our strengths to shape the future of European football in a sustainable, responsible and competitive way.

"Alongside Lidl, we will leverage the power of football to bring the passion for exercise and conscious nutrition beyond professional sports into grassroots sports. PreZero is the ideal partner to drive the transformation from a linear to a circular economy.

"Together, we will achieve a measurable impact in stadiums and enable football organisations to make waste management and resource conservation economical, sustainable and future-proof."

Lidl's approach to nutrition initiatives

The partnership will see Lidl become a sponsor of UEFA Grassroots and UEFA Take Care, where the retailer will provide expertise for social and educational initiatives across Europe. Lidl will also take on the role of exclusive sponsor for UEFA Football in Schools, which currently has active projects across all 55 UEFA member associations.

Through this collaboration, Lidl aims to support projects that promote balanced nutrition, physical activity and sport in children's everyday lives. The retailer's involvement could help integrate food education into grassroots football programmes, bringing nutritional guidance to young players and their families.

Building upon this commitment, Lidl and UEFA plan to launch a pan-European digital platform which will support national associations to deliver UEFA Football in Schools. This platform will combine football, education and healthy nutrition, providing guidance and online courses for teachers and coaches. The aim of this project is to promote active lifestyles for children through age-appropriate online content.

Jens Thiemer, Chief Customer Officer at Lidl International, says: "We are further developing our collaboration with UEFA in such a targeted manner and are creating sustainable added value for society with the first strategic corporate partnership of UEFA.

"With the help of UEFA and the power of football, we bring our expertise in conscious nutrition to exactly where it makes a difference: to coaches, parents and children in grassroots sports.

"After all, social change is not only decided in the stadium, but above all in the schoolyard and in local clubs."

PreZero's circular economy integration

Another one of Schwarz Group's companies is PreZero, which focuses on scaling the circular economy. In its partnership with UEFA, the company will help implement circular economy solutions across competitions, stadiums and organisational operations.

After previously working with leading international clubs and venues, PreZero will use its experience to provide expertise on reducing waste, optimising recycling systems and measuring environmental performance. This collaboration will also provide training programmes for football organisations and stakeholders, which could help them meet current and future sustainability requirements, as well as identifying approaches to resource management.

Marcus Sagitz, Managing Director of Marketing and Corporate Affairs at PreZero International, says: "As a pioneer of the circular economy, we are sending a strong signal: if the transition from linear waste management to a functioning circular economy in European professional sports is successful, it will serve as a model for many parts of the economy.

"Today, the circular economy is an economic necessity. That is why we empower associations and clubs to combine sustainability with economic efficiency and prove on the main football stage that the preservation of valuable resources and top-class sports are inseparable."

Expansion into men's competitions

Lidl is also building upon its existing sponsorship of UEFA women's national team competitions by becoming a sponsor of the men's national team competitions until 2030. This collaboration builds upon its successful partnership with UEFA that was established when Lidl became an official partner of UEFA EURO 2024.

The expansion into men's competitions represents a significant milestone for Lidl's sports marketing strategy. By securing sponsorship rights across both men's and women's national team competitions, the retailer is positioning itself as a comprehensive partner for UEFA across all major tournaments.

The new partnership between UEFA and Lidl will cover UEFA EURO 2028, which will take place in the UK and the Republic of Ireland. Lidl will join Adidas, Atos, Carlsberg, Coca-Cola, Qatar Airways and Visit Qatar as an official sponsor of the tournament.

This expansion could provide Lidl with additional opportunities to promote its nutrition and sustainability initiatives to a wider audience across European football. The retailer's presence at major men's tournaments will complement its existing women's football sponsorships, creating a unified platform for its grassroots and educational programmes across the sport.