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

Avatar
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.

Previous ArticleNext Article

Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

Avatar
Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

‘We Can Do So Much More’: Players Take Control of the A-League Women’s Future

Avatar
Image Credit: One Nil

Professional Footballers Australia (PFA) has launched Ready For Takeoff – The Players’ Vision for the A-League Women, a player-led roadmap outlining the future direction of the domestic women’s competition.

Unveiled on Wednesday at Ultra Football in Melbourne, the initiative places current A-League Women players at the centre of discussion. Elevating the debate around professionalism, sustainability and long-term growth of the league.

The Players’ Vision for the A-League Women – Image Credit: One Nil

The vision, developed through consultation with players across the competition, calls for improved professional standards, greater investment and governance structures that reflect the specific needs of the women’s game. It comes amid ongoing conversations about contract security, season length and the transition toward full-time professionalism.

PFA Chief Executive Beau Busch – Image Credit: One Nil

PFA Chief Executive Beau Busch said players had been clear about the sacrifices required to continue competing in the league.

“We’ve heard from players about the struggle and sacrifices they continue to make to play the game they love, but we can do so much more than this,” Busch said. “A fully professional game here in Australia is crucial to creating the next generation of Matildas, but also to ensure we reach our potential and win a FIFA World Cup.”

PFA Deputy Chair Elise Kellond-Knight and A-League Women players Grace Maher and Dylan Holmes also addressed media, reinforcing the importance of player voices in shaping the future of the competition.

The PFA said Ready For Takeoff provides a clear, achievable framework for the continued evolution of the A-League Women. The initiative urges stakeholders to work collaboratively with players to ensure the league’s growth matches the talent, ambition and momentum of women’s football in Australia.

Most Popular Topics

Editor Picks

Send this to a friend