Article by GSP – Published on Wednesday, 18 March 2026, 17:33 / Updated on Wednesday, 18 March 2026 17:33
Schwarz Group companies extend their commitment to European football by entering into a long-term strategic partnership with the Union of European Football Associations (UEFA) – a first in UEFA history.
As part of this unique strategic partnership, Lidl will also extend its collaboration with UEFA. Both parties combine their expertise to promote conscious eating and an active lifestyle, from European professional football to amateur sports.
Beyond the traditional sponsorship model, this partnership makes a significant social contribution through UEFA's educational initiatives.
Focus on amateur soccer and educational programs
A central component of the partnership is a commitment to grassroots, grassroots football. Building on the success of participating in major tournaments, Lidl brings its expertise in healthy and conscious eating to UEFA's education and grassroots programs to generate a positive impact in grassroots sport at European level.
As a partner of the 'UEFA Football in Schools' programme, Lidl helps schools integrate healthy eating, sport and physical activity into the everyday lives of children across Europe.
To this end, UEFA and Lidl are jointly developing a pan-European digital platform that supports national football associations in delivering inclusive and high-quality football in local schools and clubs. This platform offers concrete solutions, harmoniously combining football, education and conscious nutrition.
This includes, among other things, online courses for teachers and coaches to help them promote an active lifestyle through football, with age-appropriate content. Lidl and UEFA also aim to build on the success of the 'Lidl Youth Camp' program in 2025 to sustainably inspire and support young football talent. At the same time, Lidl will take over the role of UEFA's official nutrition partner (“Official Take Care Nutrition Partner”).
Lidl gets involved where great football careers begin
Lidl is committed to supporting the places where great football careers begin. A passion for sport and physical activity, which often lasts a lifetime, usually begins at the local sports club – where the foundation for an active and conscious life is laid.
As a partner of the “UEFA Grassroots Awards”, Lidl is thus strengthening the sport for beginners. These awards annually recognize outstanding projects, initiatives or clubs in amateur football. Through 'UEFA Grassroots Week' in September, Lidl, as presenting partner, and UEFA are celebrating grassroots football across Europe together for a week.
Jens Thiemer, Chief Customer Officer Lidl International: “We are developing our collaboration with UEFA in a well-directed way and creating sustainable added value for society through this first strategic partnership with UEFA. With the help of UEFA and the power of football, we are bringing our expertise in conscious nutrition exactly where it matters: to coaches, parents and children. After all, social change is not decided in the stadium, but especially in the schoolyard and local clubs.”
The success story goes into overtime
Lidl has been a partner of UEFA since 2024 and will in the future be both the Official Global Partner of UEFA Women's National Team Football and the Official Global Partner of UEFA Men's National Team Football. Therefore, until 2030, Lidl will support numerous prestigious competitions in European women's and men's football, including UEFA EURO 2028 in the United Kingdom and the Republic of Ireland, as well as UEFA EURO 2029 in Germany.
The commitment includes the 2026 and 2028 European Women's Qualifiers, the 2027 and 2029 UEFA Women's Nations League as well as the UEFA Women's EURO 2029. In the men's competitions, Lidl will support the 2028 UEFA European Football Championship, the 2027 and 2029 UEFA Nations League, the 2027 and 2029 European Qualifiers, the UEFA European Under-21 Football Championship 2027 and 2029, as well as the UEFA European Futsal Championship 2026 and 2030.
Common Values Foundation
Lidl's values are performance, respect, trust, pragmatism and belonging. They shape our daily actions and are also reflected in sports competitions – whether in elite or grassroots sports. For its part, UEFA promotes integrity, equal opportunities and the power of sport to unite people.
UEFA Marketing Director, Guy-Laurent Epstein, said: “We are delighted to welcome the Schwarz Group as our first strategic corporate partner. Together we are joining forces to shape the future of European football in a sustainable, responsible and competitive way. Together with Lidl, we will use the power of football to take the passion for physical activity and conscious eating beyond professional sport, directly into grassroots football.”
Sustainability and resource efficiency
Sustainability and resource efficiency are central pillars of this approach. Along with Lidl, PreZero is also part of the strategic partnership between Schwarz group companies and UEFA. PreZero brings to this collaboration its expertise in resource conservation and the circular economy, applied in the context of major sporting events.
The strategic partnership with Schwarz Group companies creates a binding framework to translate shared values into long-term programs – with the ambition to generate a social impact that goes beyond the scope of professional football.
