UEFA & Schwarz Group Celebration
The Schwarz Group companies have entered into a long-term strategic partnership with UEFA, as part of which Lidl has become a partner of UEFA’s “Take Care” nutrition and Grassroots (amateur football) program. According to the statement, this is the first such cooperation in UEFA’s history, and the aim is to “translate” sport and conscious nutrition from professional football to amateur sport, creating social impact through UEFA’s educational programs.
One focus of the partnership is the support of school and local association football: UEFA and Lidl plan to jointly develop a pan-European digital platform that would help national associations offer inclusive, high-quality football programs, connecting movement, education and healthy nutrition, with practical guidance and online training (for teachers, coaches). Lidl will also join UEFA Grassroots Week as a naming partner and will also be a partner in the UEFA Grassroots Awards initiative.
According to the announcement, Lidl will also act as an official global partner of UEFA women’s and men’s national team tournaments in the future and will support several major events until 2030, including the 2028 men’s European Championship (United Kingdom and Ireland) and the 2029 women’s European Championship (Germany). In addition to Lidl, the strategic partnership also includes PreZero, a company of the Schwarz Group, in the field of resource efficiency and circular solutions related to major sporting events.
