- Lidl's sponsorship of the biggest football tournament in Europe, as an Official Partner of UEFA EURO 2024™, marking the company's first international involvement in football.
- Sending 1,122 members of the Lidl Kids Team from across Europe to the pitch next to the football heroes, with over 1.1 million entries in the respective competition.
- Presence in stadium commercials and fan zones for the disposition fresh fruit to fans, handing out fruit salads, for which 91 tonnes of fruit were donated.
- Watch UEFA EURO 2024™ matches at the stadium by 16,000 lucky raffle winners.
Lidl, one of Europe's leading food retail chains, is celebrating the successful completion of its first international football sponsorship with UEFA EURO 2024™. With sport being a central pillar of Lidl's long-term commitment to health and conscious eating, this sponsorship led the company's 'We are on your team' campaign. From maintaining competitive prices and the availability of simple, healthy, fresh food, to bringing fans closer to the biggest football event in Europe, representing its commitment to being on the side of its customers, the company has proven once again that is next to everyone.
Hand in hand with the football stars
Over the course of four weeks, Lidl gave 1,122 children the opportunity to form the famous Lidl Kids Team, travel to Germany and attend matches as official players' companions. Places in the Lidl Kids Team were drawn to children aged six to ten, regardless of gender, origin or other characteristics. The children's legal guardians only had to complete the entry form, which was available exclusively through the Lidl Plus app. Remarkable is the number of entries in the competition which exceeded 1.1 million.
Each Lidl Kids Team had a packed program of fun activities and educational local experiences, before getting up close and personal with Europe's best footballers on the pitch in front of tens of thousands of fans at a UEFA EURO 2024™ match. From hugs with football legend Cristiano Ronaldo, to chats with Czech Republic captain Tomáš Souček, walking the pitch with Spain midfielder Rodri, and meeting England icons like Rio Ferdinand, all the children had the chance to enjoy unique experiences throughout the tournament.
Inspiring healthier choices
Breaking away from tradition and aiming to give football a helping hand, the company aimed to make healthy options more attractive and accessible. In a pioneering decision to offer healthy options instead of traditional stadium snacks, Lidl made fresh fruit available in the stadium merchandising screens in Berlin, Munich, Dortmund, Stuttgart and Frankfurt, as well as in the fan zones in Berlin, Munich , Dortmund, Stuttgart, Frankfurt, Leipzig, Hamburg and Dusseldorf, creating new relationships between football stadiums and food. As a result, 91 tons of fruit were used for the fruit salads that were distributed to everyone, inside and outside the stadiums, as a healthy alternative. This made football matches fresher and healthier not only for professional players, but also for spectators, supporters and fans of all ages – especially children. The European Championship puts football in the spotlight and Lidl has put fresh fruit in the spotlight to redefine snacks and nutrition during sporting events.
In addition, the mission aimed to bring the football atmosphere to fans outside the UEFA EURO 2024™ host cities. For this reason, Lidl fan festivals, which also focused on healthy eating, took place in 21 locations in Germany as well as in 9 other European countries where Lidl operates during the tournament.
Lidl recognizes the important role that major sporting events such as UEFA EURO 2024™ play in encouraging children to take part in sporting activities. Therefore, providing experiences such as the opportunity to be part of the Lidl Kids Team, has helped drive this drive forward and the company hopes to inspire more children across Europe to lead an active lifestyle.
Bringing fans closer to football
Lidl's partnership with UEFA EURO 2024™ was designed to reward the company's loyal customers across Europe. Lidl ran draws, for example, through the Lidl Plus app, offering app users the unique chance to win a double ticket to the games and an all-expenses-paid trip for two to Germany. Total entries reached a staggering 15.3 million. The company gave 16,000 fans from around 30 countries, mainly through draws held on the Lidl Plus app, the opportunity to watch matches during UEFA EURO 2024™.
Even in Lidl's countries that did not qualify for UEFA EURO 2024™, Lidl was able to convey emotions with its campaign. This created a complete experience that reached fans in the stadiums and fan zones, but also people on TV and social media. According to UEFA, the ten fan zones in the host cities welcomed a total of 5.8 million visitors.
Mr. Martin Brandenburger, CEO and Chairman of the Board of Lidl Cyprus, said: “Football inspires millions people every day. And Lidl is a reliable partner in the daily shopping of millions of customers. Consequently, UEFA EURO 2024™ was a perfect choice for us. We at Lidl also brought our social responsibility to this partnership. Our common goal was to raise awareness and inform about a healthy and active lifestyle with fresh, sustainable and healthy food, which we think has worked very well.”
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