Women’s international football is getting a new look, as UEFA has announced an extended partnership with Lidl that will last until 2030.
Lidl officially first partnered with UEFA for the women’s Euros in summer.
After such a successful summer with Euro 2025 breaking all sorts of records, Lidl has been given an extended deal with women’s international football.
In their new deal, Lidl will sponsor all of the major women’s international tournaments for the next five years.
The German brand will partner with UEFA for the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League and the UEFA Women’s European Qualifiers. Euro 2029 will also be included in the deal as the final competition.
Lidl’s extended deal with women’s international football further shows their support to the game as it develops into a mainstream sport.
🩸Periods are normal. So is support.
💪 At #WEURO2025, we’re providing free menstrual products in all dressing rooms and female restrooms across every stadium. A win for dignity, inclusion, and equality.
🙌 Huge thanks to our partner @lidl and all the teams who made this… pic.twitter.com/KD6JCjpS1I
— UEFA Women’s Nations League (@WEURO2025) July 15, 2025
Speaking on the partnership, UEFA Executive Director of Marketing Guy-Laurent Epstein said: “We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football.
“Over the next five years, we will continue working together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.”
Lidl also has a presence in men’s football as well. The brand has sponsored the UEFA Europa League and Conference League competitions since 2024.
What did Lidl say about the partnership?
Jens Thiemer, Chief Customer Officer at Lidl International, added: “The extension of this partnership is a testament to our shared belief that women’s football deserves equal passion and support as men’s football.
“From the record-breaking number of fans welcomed in Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we’ve seen first-hand how sport can transform lives.
“Looking forward to 2029, we’re thrilled to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating those unforgettable moments where dreams become reality on the biggest stage.”
