Lidl Extends Partnership with UEFA to Support Women’s Football Through 2030

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Image Credit: Richard Juilliart / Shutterstock.com

UEFA has announced that Lidl, one of Europe’s leading food retailers, has signed a new five-year agreement to continue as a women’s national team football partner through to 2030.

Following the success of their UEFA Women’s EURO 2025 partnership, Lidl will remain an official partner for UEFA Women’s EURO 2029. The agreement also includes sponsorship of the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League as well as the UEFA Women’s European Qualifiers.

The renewed commitment highlights Lidl’s dedication to promoting women’s sport across Europe, maintaining its focus on healthy lifestyles, community engagement and youth empowerment through football.

A key feature of the partnership will be the return of the Lidl Kids Team player mascot programme at UEFA Women’s EURO 2029, giving children across Europe a once-in-a-lifetime opportunity to walk onto the pitch with their football heroes. 

Guy-Laurent Epstein, UEFA Executive Director of Marketing, expressed his excitement for the partnership,  

“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.” he said in a press release. 

Jens Thiemer, Chief Customer Officer Lidl International, also shared a similar sentiment about the partnership. 

 “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,” Thiemer said in a press release. 

‘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.”

The renewed collaboration not only strengthens Lidl’s presence as a champion of equality and community engagement but also supports UEFA’s mission to elevate the women’s game to new commercial and cultural heights across Europe.

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Launceston City Launches Inclusive Facility Upgrade

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Launceston City FC has announced that work has commenced on a new refurbishment for the club’s change room endorsed by the Play Our Way program.

Built in 1979 by the club’s volunteers, the facility’s new refurbishment will include a new roof, a multipurpose and education room, a parent room, renovated changerooms, an undercover walkway, and a new entry.

Launceston City FC Director and lead strategic lead for the project, Jesse Woodroffe, spoke to Soccerscene about what the refurbishment will do for inclusivity and equality around the community.

“What it does is shows that we are a club for everyone, and having a standalone designated facility that’s prioritised for women and girls, sends a signal that sport is for everybody and gone are the days where there isn’t equal access,” she said.

“We are seeing a great shift nationwide in equitable access to facilities, grounds and change rooms; certainly, it wasn’t that way a few decades ago.

“Our hope is that we can offer this room and these facilities out to other groups or NGO’s as well.”

Launceston City aims to complete the refurbishment by April next year in order to have the new change rooms available for the upcoming season.

The project is supported under Stream 1 of the Australian Government’s $200 million Play Our Way Program and aims to deliver modern, inclusive changerooms for women and girls in Launceston’s community.

The Play Our Way Program

The Play Our Way Program is designed to remove barriers to participation, reduce discrimination, and promote equality in sport by funding local initiatives and ideas.

An input of experts across the sport sector and key Australian government agencies helped design the program, including an expert advisory panel of women with experience in community and professional sport.

“Play our Way is an opportunity for local governments, community organisations, the not-for-profit sector and sporting organisations to seek funding for localised solutions and improvements,” said Minister for Communications and Sport, Anika Wells, in a press release about the program.

“The program will be available for all sports, but it is anticipated soccer, as the highest participation sport in Australia, will need significant resourcing in the wake of the greatest Women’s World Cup ever.”

Adelaide United Extends Partnership With Speed Queen

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Image Credit: Adelaide United

Adelaide United have announced the extension of its partnership with US-born company Speed Queen as the club’s Back-of-Shirt Partner for the A-League Women’s team during the 2025/26 season.

Speed Queen is an American is a laundry machine manufacturer which prides itself on their durable, high-performance residential and commercial products used by Australian around the country.

The renewed partnership will see Speed Queen’s branding displayed on the back-of-shirt of both the home and away Women’s kits throughout the season, continuing both parties’ commitment to elevate the game.

Speed Queen Marketing and Sales Manager, Mark Stathakis stated the company is delighted to continue the partnership with Adelaide United’s A-League Women’s team.

“Supporting women’s football in South Australia aligns perfectly with our brand values of resilience, reliability, and performance. We’re excited to see the team continue to grow and achieve great things this season,” he said via press release.

Adelaide United Chief Executive Officer, Nathan Kosmina also remarked the club was thrilled to continue building on its partnership with a brand that mirrors the team’s commitment to excellence.

“Speed Queen has been a fantastic partner for our A-League Women’s team, and we’re proud to continue this partnership into the new season,” he said via press release.

“Their brand values – performance, quality, and consistency – reflect the very traits we see in our players and our Club.

“It’s an exciting time for women’s football in South Australia, and having the support of partners like Speed Queen helps us continue to grow the game.”

Since 2022 when the partnership first began, Speed Queen’s ongoing support has assisted the A-League Women’s team to excel in their sport, including building momentum withing their fanbase and play.

The partnership has also emboldened the increased awareness and strength of women’s sports in both South Australia and the country as a whole, especially in football.

In a landscape of meaningful investment in women’s sport in football, in all divisions, it is more important than ever companies like Speed Queen continue to support and stand as an example of purpose-driven partnerships with clubs.

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