Lidl has announced the extension of its successful UEFA partnership, continuing its ongoing support of women’s football through a UEFA Women’s National Team partnership through to 2030. Following the phenomenal success as Official Partner of the UEFA Women’s EURO 2025, Lidl is now a partner of the UEFA Women’s EURO 2029, the Women’s European Qualifiers 2028/29, and the UEFA Women’s Nations League 2025, 2027, and 2029 underscoring its commitment to promoting visibility, participation and awareness of women in sport.
Lidl also holds an extensive portfolio of support for women’s sports internationally including handball and cycling.
Extending Lidl’s commitment to women’s football: 2025-2030
The extended UEFA partnership in women’s football includes the following tournaments:
- UEFA Women’s EURO 2029
- Women’s European Qualifiers 2028/29
- UEFA Women’s Nations League 2025, 2027 and 2029
Significantly, the beloved Lidl Kids Team experience will return to the UEFA Women’s EURO 2029, creating once-in-a-lifetime opportunities for children to walk hand-in-hand with women’s football stars, inspiring the next generation of athletes and supporters.
Building on extraordinary success
The foundation for this extended partnership was formed with the remarkable tournaments over the last two years. This year, the UEFA Women’s EURO 2025 continued to grow this success with Lidl present across all eight host cities and stadiums. The tournament welcomed a record-breaking 650,000 fans to the stadiums and reached more than 400 million viewers across the globe.
Creating passion parity in sport
This partnership represents Lidl’s commitment to creating equal enthusiasm and support for women’s sport locally through its partnership with LGFA and globally through this extended partnership with UEFA. By providing the same level of visibility, activation and fan engagement as for men’s tournaments, Lidl has committed to ensuring women’s sport receives the passionate support it deserves.
Speaking about the partnership extension, Robert Ryan, Chief Executive Officer, Lidl Ireland and Northern Ireland commented: “We are immensely proud to share that Lidl will continue our commitment of supporting women in sport locally and globally through the extension of our partnership with UEFA Women’s National Team Football. This is another significant milestone in our support for women’s sports. With the UEFA Women’s EURO 2025 Tournament seeing significant attendance and viewership over the summer, there has been a huge amount of progress to elevate women in sport, but there is still a long way to go.
At Lidl, we’re fully committed to investing in accelerating the process of change in our society as female athletes deserve our support. This extended international partnership is another tangible step we’ve taken to help smash inequality in sport, driving visibility, attendance, awareness and ultimately participation of women in sport and we’re proud to put our weight behind this incredible partner globally and locally in the years to come.”
