Lidl Official Partner of the UEFA Europa League and the UEFA Conference League

• Lidl expands its portfolio of football partnerships and becomes the Official Partner of the two UEFA Club Competitions: UEFA Europa League and UEFA Conference League until the season 2026/27, focusing on promoting fresh fruit and conscious eating.
• As part of this partnership, Lidl will bring back the Lidl Kids Team across its European markets, giving 12,364 children the opportunity to become official players' companions at the stadiums.
• The partnership builds on the successful partnership with UEFA EURO 2024™, where Lidl was the #1 most visible brand partner during the tournament, according to a YouGov study.

The Lidl, one of the leading food retailers in Germany and Europe, is pleased to announce that it has become an Official Partner of the UEFA Europa League and the UEFA Conference League for three years, from 2024 to 2027.

Sport is an important part of Lidl's long-term commitment to health and healthy eating. As a food retailer, Lidl foregrounds the high importance of good nutrition for everyone's health, while recognizing that a healthy lifestyle includes exercise. As UEFA's major football competitions are some of the most popular sporting events in the world, Lidl is keen to encourage as many consumers as possible to get active through this new football partnership. The company will continue to inspire fans – and future fans – with the motto ”We're < em>On your team”, as Official Fresh Fruit Partner for both events. Lidl will support fans at every stage of their sports fan journey, from TV advertising to pitch placements and trade shows.   From providing healthy and fresh food at the most competitive prices to bringing fans closer to the biggest football tournaments in Europe, Lidl stands firmly by their side.

Lidl Kids Team across Europe

Through the new partnership, Lidl will bring the unique Lidl Kids Team to the 30 European countries where it operates. The Lidl Kids Team is an exclusive program created through its partnership with the UEFA Europa League and the UEFA Conference League, where children aged six to ten will have the unique opportunity to accompany the footballers to one of the competitions' matches . Lidl will continue to offer its customers and employees opportunities to win free tickets to both UEFA Europa League and UEFA Conference League matches to inspire them to get active at home, giving the opportunity for everyone to experience the experience of football and high level sports.

Through this experience, like the unique opportunity to be part of the Lidl Kids Team, Lidl will help inspire more children across Europe to get active. Healthy lifestyles and conscious eating adopted early in childhood reduce the risk of diet-related diseases in adulthood. Lidl remains focused on promoting children's health, for example through its specific guidelines for marketing to children.

Lidl > was the most visible brand at UEFA EURO 2024< strong>TM

Following a successful partnership at UEFA EURO 2024TM, in which Lidl was the #1 most visible brand partner throughout the tournament, reaching more than 16 million users during the tournament via the Lidl Plus app and handing out bowls of fruit to football fans at the tournament site, where 91 tons of fruit were used. According to YouGov research, Lidl was the most notable brand partner during the tournament, with more than half (58%) of UEFA EURO 2024™ viewers recognizing Lidl as a tournament partner after the tournament and before anyone else, a +32% increase over pre-tournament (the largest increase of any tournament partner). The same survey shows that Lidl was one of the most recognizable brands at the tournament, with 39% of viewers able to name the brand after the tournament.

Dr. >. Jennifer Cords, Senior Vice President strong> for Corporate Affairs of Lidl International, said: “We are proud to add the UEFA Europa League and < em>UEFA Conference League to our wide range of sports partners. As a company we are closely linked to Europe, Lidl was born 51 years ago in the heart of Europe and today has a presence in more than 30 countries. At Lidl, our core beliefs are linked to the international strategy of corporate social responsibility and therefore international cooperation is fundamental”.